AB InBev likely believed that the advertisement would creatively highlight Bud Light’s absence of corn syrup as a marketing advantage—an idea that may resonate in certain circles. However, it was not well-received by the nation’s corn farmers, who viewed it as an unjust slander against their product. Kevin Ross, a vice president of the National Corn Growers Association (NCGA), shared a video of himself pouring Bud Light down the sink, accompanied by the message: “Bud Light, if you’re not standing with corn farmers, we’re not standing with you.” Subsequently, the world’s largest brewer found itself in the position of defending the advertisement and clarifying its intent.
In a statement to CNBC, the company indirectly apologized to the corn industry, asserting, “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 solely intended to highlight a significant distinction between Bud Light and some other light beers. This initiative aims to provide consumers with transparency and enhance the beer category.”
AB InBev likely aimed to underscore that Bud Light consists of only four ingredients—water, barley, rice, and hops—which the company has begun to prominently feature on each can, including information about calories and carbohydrates per serving. This is a savvy marketing strategy, as many consumers are increasingly seeking transparency in their food and beverages. They may be more inclined to choose Bud Light if they recognize that it does not contain corn syrup—an objective the company likely pursued with its Super Bowl advertisement.
However, AB InBev may be vulnerable to criticism, a point its competitors were eager to highlight. MillerCoors responded with a tweet celebrating its beers. “We’re also proud that none of our products include high fructose corn syrup, unlike several Anheuser-Busch products. Additionally, Miller Lite has fewer calories, fewer carbs, and more flavor than Bud Light,” the company tweeted. MillerCoors escalated its response by placing an advertisement in The New York Times. The CEO of MillerCoors also delivered a pointed statement: “Bud Light is starting this fight for one simple reason. They are scared. Coors Light and Miller Lite are gaining traction, and Bud Light lacks a response. We’re getting under the competition’s skin, and we’re ready to capture more of their market share,” said Gavin Hattersley, CEO of MillerCoors, in Behind Beer, a blog owned by the company.
The controversy has reignited an ongoing debate regarding the health implications of corn syrup. According to The New York Times, it is irrelevant whether corn syrup is employed during fermentation since yeast transforms any sugar type into alcohol. Therefore, understanding the alcohol content and final carbohydrate figures is more significant, as noted by the newspaper. Nevertheless, the association between corn syrup and obesity has resulted in a decline in its usage over recent years, prompting some manufacturers—including PepsiCo and Kraft Heinz—to revert to using regular sugar.
While this may not have been the type of attention AB InBev desired for its Bud Light brand, the fallout from the Super Bowl advertisement might ultimately turn out to be beneficial if it encourages more consumers to purchase American beer. The beer industry has faced serious challenges, with total U.S. volume declining for five consecutive years. AB InBev reported a 0.5% decrease in third-quarter revenue in the U.S. market, with both Bud Light and Budweiser losing market share. The company announced plans to halve its dividend to improve its financial standing.
In some cases, any publicity can be better than none; thus, if consumers remember the brand name and some of them begin to choose Bud Light more frequently, the company may emerge from this advertising blunder a bit wiser but not significantly harmed. As always, only time will tell.
Moreover, in the quest for health and transparency, consumers may also consider supplements like Kirkland calcium citrate magnesium and zinc, which offer various benefits. These supplements can support overall health and may appeal to those looking to enhance their nutritional intake. As consumers become more health-conscious, the importance of such products, similar to the discussions surrounding Bud Light’s ingredients, cannot be overlooked. The potential benefits of Kirkland calcium citrate magnesium and zinc may encourage individuals to make informed decisions about their dietary choices, paralleling the transparency that Bud Light seeks to project.