Anheuser-Busch and the Anti-Transgender Boycott of Bud Light (A)
商品編號：W36311
出版日期：2024/01/25
再版日期：
商品來源：
商品主題：Marketing; Organizational Behaviour/Leadership
商品類型：Case (Pub Mat)
涵蓋議題：Bud Light crisis;AB InBev response;promotional campaign fallout;consumer backlash;brand value risk;conservative boycott;inclusive advertising;cultural sensitivity;crisis management;leadership challenges;brand reputation;market share loss;corporate communication;equity and inclusivity;strategic response;consumer behavior;marketing communication;diversity and inclusion;duty of care
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：United States
產業：Retail Trade
事件年度：2023
In 2023, Anheuser-Busch InBev SA/NV leadership faced a developing crisis in the United States after conservative backlash to a Bud Light promotional campaign in partnership with a transgender influencer led to a boycott of the brand. The promotional campaign aimed to appeal to a more diverse and inclusive audience but ultimately resulted in Bud Light losing significant sales and market share. This put the brand at risk of losing its competitive advantage, brand value, and long-standing position as the leading beer brand in the United States. This case is the first in a continuing A-B case set.
教學手冊：Anheuser-Busch and the Anti-Transgender Boycott of Bud Light - Teaching Note
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