In 2023, Bud Light had one of the worst years of its existence as it faced a massive boycott and lost its spot as the top-selling beer brand in America.
The controversy surrounding Bud Light erupted in April of that year after the beer brand featured Dylan Mulvaney, a transgender social media influencer, in a social media campaign that promoted a $15,000 giveaway.
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Consumers took issue with Mulvaney’s advocacy for transgender rights and criticized Bud Light for going “woke.” The beer brand then faced a large boycott from consumers, which was backed by country music stars Kid Rock and Travis Tritt.
Related: Bud Light wants to bury last year's controversy with humor
Soon after, Bud Light was reportedly selling for less than water in grocery stores as the boycott gained momentum, and specific production plants had to be shut down as sales began to decline. To add fuel to the fire, Modelo Especial took Bud Light’s spot as the No.1 selling beer brand in the U.S.
By August 2023, Bud Light’s parent company, Anheuser-Busch (BUDFF) , revealed in its second-quarter earnings report that its total revenue in the U.S. declined by 10% year over year, meaning the company lost $395 million in revenue compared to the same time period the year before.
As the Bud Light boycott faded later that year, the beer brand has been laser-focused on repairing its struggling sales.
Bud Light unveils a bold new ad
In Bud Light’s latest attempt to win back its customers, it has released a new star-studded commercial for this year’s Super Bowl, which is on Feb. 9, that targets its male consumers by emphasizing masculinity.
The commercial, titled “Big Men on Cul-de-Sac,” features NFL quarterback Peyton Manning, rapper Post Malone and comedian Shane Gillis. The ad shows the trio drinking Bud Light beers during a cul-de-sac, which is a block party, in a suburban neighborhood.
Big Men on Cul-de-Sac know how to get the party started… and that’s exactly what they’re doing in our new Super Bowl LIX commercial pic.twitter.com/ikXx4o7Fod
— Bud Light (@budlight) January 31, 2025
During a recent interview with People Magazine, Bud Light Senior Vice President of Marketing Todd Allen said that he chose all three celebrities for the ad because they "all undoubtedly deliver BMOC (Big Men on Cul-De-Sac) energy in their everyday lives."
Bud Light leans into masculinity amid low sales
Bud Light’s decision to highlight masculinity in its Super Bowl ad this year differs from the humorous fantastical undertone its Super Bowl commercial focused on last year.
Related: Bud Light falls further from grace after last year’s controversy
Bud Light’s target audience has always been young men who enjoy sports and socializing, so it is no surprise that the brand has pivoted its messaging to attract those individuals in its latest Super Bowl ad.
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The ad is similar to the one Bud Light released shortly after the boycott began in 2023. In an ad called “Backyard Grunts,” which features Kansas City Chiefs football player Travis Kelce, men are seen holding Bud Light beers and letting out drawn out grunts as they settle into lawn chairs in their backyards.
Bud Light’s 2025 Super Bowl commercial comes after Anheuser-Busch revealed in its third-quarter earnings report for 2024, which was released in October, that its revenue in the U.S. increased by almost 2% year over year. Sales-to-wholesalers, however, declined by 0.2% year over year, while sales-to-retailers shrunk by 3%.
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