16323: How Multicultural Marketers Might Have Prevented Bud Light Mess.

 

To play off the thought of the previous post, the Bud Light–Dylan Mulvaney scenario might have been averted if multicultural marketers—or multicultural marketing practices at least—had been integrated.

 

For starters, Bud Light faces a significant—albeit common—challenge experienced by big brands today; that is, how to connect with a huge audience featuring diverse sub-segments.

 

The former Bud Light VP of Marketing reportedly sought to make the beer less “fratty” and more “inclusive”—yet seemingly did not consider that the “fratty” folks might negatively react to being in the same party with “inclusive” drinkers.

 

InBev and Bud Light have been sorta secretive about identifying the advertising agency, media firm, or whomever was behind the Dylan Mulvaney promotion, so it’s tough to call out the culprit—if there even is one.

 

But it could be argued that the creators failed to utilize a multicultural marketing fundamental: crossover appeal. While the term has a variety of meanings, there are applications for Bud Light. In short, multicultural marketers must always direct the message to its specific, intended audience—while being cognizant of how the concept might play across audiences. Apparently, no one was legitimately woke in this scenario.

 

Just a thought.

 

PS, To make a sloppy segue, check out the source of this post’s illustration depicted above.