![]() ![]() Since 2018, they’ve embarked on the ambitious mission of cultivating an internal cultural shift, conveniently timed two years after the merger with SAB Miller. Their secret weapon? Doing exactly what their job title implies. Led by global vp Ryan Verschoor, AB InBev’s marketing culture and capabilities team held the key to navigating this treacherous terrain. And AB InBev had all the necessary processes in place to accomplish precisely that. ![]() However, the situation could have been handled with greater finesse, with a touch of strategic maneuvering to mitigate the damage. Not that Bud Light could have evaded the boycott after all, marketing much like everything else these days, is mired in politics. Instead, the company finds itself thrust into an uncomfortable spotlight, facing the stark disparity between their intended image and the harsh reality they now confront. As the first Cannes creative marketer of the year for two consecutive years, the upcoming festival appearance was supposed to showcase its marketing prowess. These unfortunate events cast a shadow over what was meant to be a triumphant moment for AB InBev’s marketing. AB InBev now faces the consequences of its ill-fated choices. ridiculed marketers, a tarnished reputation, and a sharp decline in sales create a grim picture of the aftermath. The fallout has been catastrophic, leaving Bud Light bruised, battered, and tallying increasing casualties. ![]()
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