Marketing and Advertising

“From The Res Ipsa Loquitur Files: Bud Light’s Bias Makes It Too Stupid To Sell Beer,” Addenda!

/ Jack Marshall / 14 Comments

My frustrated high school Latin teacher Miss Rounds, who once told me I was the most infuriating student she ever had, would have been amazed to see me include four Latin words in a headline, but that’s not an explanation for the “addenda.” These are:

1. A bit after I posted the previous commentary, I came across this news from earlier in the week. Even though its marketing wizardry had driven off 26% of its marketing base and cost Bud Light its long-held perch as America’s favorite beer, the brand’s owner, Anheuser-Busch InBev was honored this week at the Cannes Lions International Festival of Creativity, the so-called Oscars of the ad industry, with one of the event’s highest honors: Creative Marketer of the Year for the second anum running. (That’s five, Miss Rounds!) AB InBev’s global chief marketing officer, Marcel Marcondes, was also given Cannes Lions’ main stage to present the event’s opening seminar, described in programming notes as an examination of AB InBev’s “relentless focus on connecting with consumers in meaningful ways.”

You can’t make this stuff up. The awards body, which is owned by London-based Ascential Events, announced AB InBev’s win for brilliant marketing in March, before the Dylan Mulvaney disaster struck. Leila Fataar, founder of cultural and marketing strategy firm Platform13 opined, among others, that “In the spirit of fairness and credibility, I think it would be a big and the right gesture for AB InBev to give the 2023 award back, make the changes necessary and come back even stronger.”

You know, like with the creative wizardry of the newly unveiled “Bud Light drinkers are fat, slovenly, clumsy white yahoos who are simply hilarious!” video.

The WSJ story further explicated the reason for my post, which was not to keep flogging Bud Light for associating its brand with the trans madness. I intended to point out that this was more evidence of how the Woke Virus has crippled the professions, if one considers marketing a profession (marketers clearly do) or, if you don’t, the creative trades as well. All marketers and ad mavens have to do is understand human nature, yet class, ideology, arrogance, insularity, stereotyping and bias have apparently blocked them from what psychologists, experience and common sense had taught the industry for decades.

Even when they have been proven spectacularly, disastrously wrong, today’s marketing “experts'” reaction—Just like the lawyers, doctors, public health officials, educators and journalists—is still ‘we’re the smart and virtuous ones, and those others—the deplorables— are too primitive to understand.’

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From The Res Ipsa Loquitur Files: Bud Light’s Bias Makes It Too Stupid To Sell Beer

/ Jack Marshall / 22 Comments

Desperately trying to turn the metaphorical page after a trans-endorsing fiasco that has dropped the brand in popularity, infuriated share-holders, and made it a foamy joke, Bud Light just issued that video above as “marketing.” Now-exiled marketing VP Alissa Heinerscheid, the genius who made male cross-dresser Dylan Mulvaney the symbol of the beer, did an infamous  interview with the podcast “Make Yourself At Home” on March 30 where she discussed her goal in transforming Bud Light’s outdated, unsophisticated, “fratty” image to appeal to a younger market. So now that the “Bud Light drinkers like chicks-with-dicks!” campaign has inexplicable failed, the geniuses running the show decided on a new, sure-to-succeed message: “Bud Light drinkers are fat, slovenly, clumsy yahoos who are simply hilarious!”

Unbelievable.

Playing Bud Light Spin The Bottle

/ Jack Marshall / 11 Comments

The facts are pretty straightforward. The parent company of Budweiser hired an ambitious, arrogant, woke woman to take over the marketing of Bud Light, which was the best selling beer in America. Having little understanding of the product’s market, and being so infected with wokism that she couldn’t comprehend the depth of the cultural divide regarding the current pro-transgender fad, she made the bone-headed decision to associate the brand with Dylan Mulvaney, a biological male internet performance artist who poses as female, both satirizing genuine transsexuals and celebrating them. From that moment, Bud Light was in a binary trap of its own making with no way out. The reaction against the botched marketing decision was over-whelming, with calls for a Bud Light boycott and a sudden fall-off ins sales. When the company tried to backtrack, including the sacking of its clueless marketing guru, the LGTBQ market also turned on the brand.

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I Have To Ask: What Is Disney Doing And Why?

/ Jack Marshall / 57 Comments

For a couple of weeks now, I’ve been planning a long post examining what Disney’s mission and methodology need to be in 21st Century America. Walt’s creation faces an important challenge and a difficult one, and I would hope that the people responsible for guiding a company whose role in shaping U.S. culture has been both successful and beneficent as well as profitable are up to the task. They had better be, for the sake of the culture, not merely stockholders.

I was well on the way to devising a post I felt would be perceptive and provocative when I saw the video above. That stopped me cold. I wasn’t exactly optimistic about Disney, which has been a major positive influence in my own life, being able to safely navigate around the cultural icebergs in the roiling societal seas ahead before I watched the thing, but now I am as confused as I am depressed.

The classic starting point for ethical analysis is “What’s going on here?” In this case, it is more appropriate to ask, “What THE HELL is going on here?”

I’m open to suggestions.

Miller Lite Surpasses Bud Lite’s Self-Immolating Beer Ad With One That’s Even More Unethical

/ Jack Marshall / 24 Comments

By now it should be clear what was wrong with the Bud Light promotion featuring silly biological male drag queen Dylan Mulvaney,. First of all, it was incompetent: alienating your core market to score political correctness points with  groups that don’t care about your product is idiotic. It was also irresponsible: investors in the company don’t own stock to be part of political grandstanding, they want to make money, and a company has an obligation not to undermine that objective. It was disrespectful too: making one’s product into a symbol of one side of a culture wars skirmish forces consumers to take sides, and is a slap in the face to consumers who don’t happen to agree with the company’s stance.

None of this was difficult to figure out, but a smug female marketing VP decided to use her job to advance her own political beliefs rather than to do what she was hired to do: sell beer.  This, of course, should have meant a bonanza for the competitors of Bud Lite; if Bud’s sales were going to implode (and they have, down about 25% with no relief in sight), light beer-lovers (weird as they may be) had to go somewhere. But even before the “Drink Bud Lite, show your support for self-identifying women with penises” campaign, Miller Lite had issued the smugly woke video above during Women’s History Month. It’s worse than the Bud Lite ad, even though it won’t lose as many loyal customers:

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Ethics Dunce: The American Bar Association

/ Jack Marshall / 19 Comments

What do you call an esteemed legal organization that willfully encourages its members to violate its own ethics rules? There are two acceptable answers: 1) An Ethics Dunce, and 2) The American Bar Association.

That is a screenshot above of an email that arrived yesterday.

“Congratulations on Your 2023 nomination,” it began. “This year marks our 9 year anniversary of “Recognizing Excellence in the Practice of Law™”. Our Selection Committee is hereby extending to you an invitation to join this elite group¹.  Accept your invitation and join by May 23rd, and your name will be included in our roster announcements published in “The National Law Journal” and the Sunday “The New York Times” print edition on May 28th. Please note that only 56 spots remain available. Less than 1% of lawyers in the United States are recognized as Lawyers of Distinction.”

I am many things, but a “lawyer of distinction” I am not. I haven’t practiced law for more than a decade; legal ethics is not the practice of law. Lawyers of Distinction is, to cut to the chase, a scam, and one that is used by lawyers to deceive clients. For the National Law Journal to provide cover for the unethical advertising scheme is bad, but a while back the ABA included an advertisement for “Lawyers of Distinction” in the ABA Journal. The ABA’s Model Rules of Professional Conduct, followed by most jurisdictions, specifically forbids misleading and deceptive advertising, which a lawyer announcing that he or she was “chosen” as a “lawyer of distinction” definitely is. The association attracted a lot of criticism for running the ad, and may not have sunk so low again: I don’t know, because I no longer receive the ABA Journal, but once was enough for me.

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The Bud Light Trans-Pandering Fiasco Sucks Ann Althouse Into Her Most Clueless Post Ever

/ Jack Marshall / 49 Comments

I am, as regular readers here know, generally an admirer of Ann Althouse, the retired Madison Wis. law professor who has operated a long-time blog with a wide following I can only envy. But when Ann jumps the rails, she doesn’t fool around, and her post today commenting on the Bud Light-Dylan Mulroney ethics train wreck makes me marvel, not for the first time, at some of her blind spots.

As usual, someone else’s article triggered her analysis; in this case, it was “Bud Light suffers bloodbath as longtime and loyal consumers revolt against transgender campaign/’In Bud Light’s effort to be inclusive, they excluded almost everybody else,’ says a St. Louis bar owner” at the Fox Business website. The passage that triggered Ann was this:

“Bud Light vice president of marketing Alissa Heinerscheid said she was inspired to update the ‘fratty’ and ‘out-of-touch’ humor of the beer company with ‘inclusivity’ in a March 30 interview with the podcast ‘Make Yourself At Home.’But her effort to be inclusive excluded the people who matter most — Bud Light drinkers, according to St. Louis-area operator John Rieker. ‘It’s kind of mind-boggling they stepped into this realm,’ Rieker, who owns Harpo’s Bar and Grill in Chesterfield, Missouri, told FOX Business. ‘You’re marketing to an audience that represents a fraction of 1% of consumers while alienating the much larger base of your consumers.'”

Here are Althouse’s reactions, with my reactions to her, because this cannot be left unrebutted: Continue reading →

How DEI And Globalism Pollutes American Culture: The Bud Light Affair

/ Jack Marshall / 13 Comments

Even though Budweiser choosing a silly, female- (and male) mocking trans “influencer” to promote a product with a market base guaranteed to find the campaign offensive, it made sense to do it anyway. How? Why? The answer shows just how difficult it will be, and already is, for the United States to maintain its unique values, ethical, political and otherwise, in a global culture determined to force our outlying experiment in individual liberty into conformity.

That video above is from Refinitiv, a hugely influential international company I never had heard of before last week. It is an American-British global provider of financial market data and infrastructure, founded in 2018 as a subsidiary of London Stock Exchange Group. The company has an annual turnover of $6 billion with more than 40,000 client companies in 190 countries. Though it presumes to rank companies according to their “ethics,” it is a soul-less, ethics-free company itself. For example, Refinitiv bowed to pressure from China during 2019–20 Hong Kong protests, censoring over 200 stories by Reuters by removing them from its Eikon platform for consumers in Mainland China. The company then developed a “Strategic China filter” to block politically-sensitive stories from readers in Mainland China.

This is the company that Budweiser was submitting to by turning Bud Lite into a DEI pandering product. Refinitiv wields a powerful Diversity and Inclusion Index “designed to measure the relative performance of companies against factors that define diverse and inclusive workplaces.” Woke and “socially conscious investors, including institutional investors, rely on the index to make investment decisions. A declining or inadequate index can mean billions in lost investments.

Budweiser’s seemingly incomprehensible decision to do a complete 180 degree reversal in its public image was driven by slavish fealty to this made-up index, which has power because people and organization have chosen to give it power. In this it resembles the Southern Poverty Law Center, a left-wing advocacy group that can brand an organization as “racist” or as a “hate group” just by saying so. To Refinitiv’s world view, making a trans celebrity a spokesperson justifies gold stars and bonus points.

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A”What’s Going On Here?” Special: Bud Light’s Promotion of Dylan Mulvaney

/ Jack Marshall / 13 Comments

TikTok star Dylan Mulvaney, a self-promoting trans-girl who for some reason is an internet “influencer,” posted a video last week promoting the brand’s Easy Carry Contest, in which participants must demonstrate how many cans Budweiser’s worst brew they can carry to win $15,000. Bud Light had sent Mulvaney a  commemorative can featuring an illustration of the Ex-Man’s face with a message congratulating her on “365 days of girlhood.”

Then all hell broke loose. Conservatives are calling for a boycott of Bud Light. Kid Rock posted a video of himself wearing a MAGA baseball cap, shooting up a case of Bud Light and saying, “Fuck Bud Light, and fuck Anheuser-Busch!”

“What’s going on here?”

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“Ick” Or Ethics? Michael Crichton’s 1981 Film “Looker” Is Coming True…

/ Jack Marshall / 11 Comments

In “Looker,” a 1981 science fiction thriller starring Albert Finney, James Coburn and Susan Dey, involves a high tech research firm that concludes that real, live models, even after cosmetic surgery, can’t approach the physical perfection that will optimally influence consumers. Models are offered a contracts to have their faces and figures scanned to create 3D computer-generated avatars, indistinguishable from them, which are animated for use in commercials. Once their bodies duplicated digitally, they get lifetime paychecks (though not for as much as Miguel Cabrera, currently at $400,410,623 and counting, gets) and can retire, since their computer-generated, more perfect dopplegangers will be doing their work for them. For some reason, the evil tech firms has all of the models murdered, but that part of the plot is irrelevant here.

42 years later, Levi Strauss & Co. announced in a press release yesterday that it is partnering with an AI company to “increase the number and diversity of our models for our products in a sustainable way.” Yeah, those digital models in “Looker” were also “sustainable,” even though the models’ flesh and blood models were disposable. Levi’s will test the use of AI models to “supplement” real-life models later in 2023.

“While AI will likely never fully replace human models for us”, “—-yeah, tell it to Susan Dey—-we are excited for the potential capabilities this may afford us for the consumer experience,” said Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co, sounding a lot like James Coburn, the evil advertising genius in “Looker.”

Meanwhile, in arguably related news, Levi Strauss & Co. will be laying off 800 employees — almost 20% of its corporate jobs.

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