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It’s clear that AB InBev aimed to creatively highlight Bud Light’s absence of corn syrup as a marketing edge — and in some circles, it may well be effective. However, this message was not well received by the nation’s corn farmers, who viewed it as an unjust disparagement of their product. Kevin Ross, a vice president of the National Corn Growers Association, took to Twitter to share a video of himself pouring Bud Light down the sink, declaring, “Bud Light, if you’re not standing with corn farmers, we’re not standing with you.” Consequently, the world’s largest brewer found itself in a position of defending the advertisement and clarifying its intent.
In a statement to CNBC, the company indirectly apologized to the corn sector, stating, “Last year, Anheuser-Busch purchased more than 1 billion pounds of corn ingredients. We fully support corn growers and will continue to invest in the corn industry. Bud Light’s Super Bowl commercials are only meant to highlight a key difference between Bud Light and some other light beers, providing consumers with transparency and elevating the beer category.”
AB InBev likely sought to stress that Bud Light contains just four ingredients — water, barley, rice, and hops — which the company has recently begun to prominently display on each can, along with calorie and carbohydrate content. This is a savvy marketing strategy, especially since many consumers are increasingly looking for transparency in their food and beverage choices. They might be more inclined to choose Bud Light if they knew it doesn’t include corn syrup, which was undoubtedly the aim of the Super Bowl ad.
However, AB InBev may find itself in a precarious position, as competitors were quick to highlight. MillerCoors responded with a tweet, proudly stating that none of their products contain high fructose corn syrup, while several Anheuser-Busch products do. They added, “Miller Lite has fewer calories, fewer carbs, and more flavor than Bud Light.” MillerCoors escalated their response by placing an advertisement in The New York Times, and their CEO made a bold statement: “Bud Light is starting this fight for one simple reason. They are scared. Coors Light and Miller Lite are gaining ground, and Bud Light doesn’t know how to respond. We’re getting under the competition’s skin, and we’re ready to claim more of their market share,” said Gavin Hattersley, CEO of MillerCoors, in a blog entry on Behind Beer.
The controversy has reignited an ongoing debate about the health implications of corn syrup. According to The New York Times, the type of sugar used during fermentation is less important because yeast converts all sugars into alcohol. Therefore, understanding the alcohol content and final carbohydrate content is more crucial. Nonetheless, the association between corn syrup and obesity has led to a decrease in its usage in recent years, prompting some manufacturers, including PepsiCo and Kraft Heinz, to revert to using natural sugar.
While this may not have been the kind of attention AB InBev desired for its Bud Light brand, the controversy surrounding the Super Bowl ad could potentially yield positive results if it encourages more consumers to choose American beer. The beer industry has faced significant challenges, with total U.S. volume declining for five consecutive years. AB InBev reported a 0.5% drop in third-quarter revenue within the U.S. market, with both Bud Light and Budweiser losing market share. The company announced it would halve its dividend to enhance its financial standing.
In the end, any publicity can be beneficial, so if consumers remember the Bud Light name and some of them start reaching for it more frequently, the company may emerge from this advertising misstep not only wiser but also in a better position. As always, time will tell.
And in the context of health, it’s worth noting that calcium citrate natural is an ingredient that consumers are increasingly interested in, as they seek out healthier beverage options. Perhaps Bud Light could consider highlighting other natural ingredients in their marketing to further align with consumer preferences.
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This version maintains the original message while incorporating the requested keywords.