In a satirical piece, writer Jimmy Failla suggests that Bud Light should rejuvenate its brand by hiring Sydney Sweeney to be its new pitchperson, following the backlash from a controversial Dylan Mulvaney commercial. The article points out that Bud Light, which once used humorous commercials featuring hot women to build its top domestic beer brand, became a national punchline after the Mulvaney fiasco. Failla argues that the brand’s shift towards woke culture alienated its core audience, leading to a decline in sales and a drop in stock prices for its parent company, Anheuser-Busch. However, he humorously claims that a move to hire a ‘hot’ influencer could reverse this trend, suggesting that Sydney Sweeney’s association with ‘hotness’ could bring back the brand’s former success.
As an expert on cultural trends, Failla highlights that Sydney Sweeney’s advertising with American Eagle led to a significant stock jump, with the company’s shares soaring by 23% following President Trump’s praise for her ad. He further notes that Trump’s public endorsement of Sweeney’s ‘hotness’ compared to Taylor Swift’s waning influence in the media could be a crucial factor in helping Bud Light regain its market position. The article also references the backlash against the Dylan Mulvaney campaign, which Failla suggests had been a misguided effort to embrace ‘woke’ marketing, ultimately alienating its base. He argues that Bud Light must take a stand to appeal to the traditional demographic that once drove its success, pointing to the growing trend among companies to return to ‘hotness’ in advertising.
Failla’s piece underscores the broader trend in media and advertising, where the balance between ‘hotness’ and identity politics is increasingly contentious. He mentions that other brands, like Dunkin and Arby’s, have also adopted similar strategies, indicating that there’s a market demand for ads that align with traditional perceptions of attractiveness. Failler’s humor is evident in the satirical tone, yet the article’s core message advocates for a return to more straightforward, customer-focused marketing. The piece serves as a commentary on the complexities of brand management in an era marked by rapid cultural shifts and increasing political sensitivity in advertising. Ultimately, Failla urges Bud Light to take a bold step and align with Sydney Sweeney, arguing that the brand’s success must be grounded in its capacity to resonate with its core customer base and not become a target for political critique.