Bud Light Strikes a Chord with Zach Bryan Partnership Ahead of Super Bowl LVIII
Bud Light is harmonizing with its core consumer base through a strategic collaboration with musician Zach Bryan, headlining the brand’s concert event during the weekend of Super Bowl LVIII and launching the second year of the Bud Light Backyard Tour. Set for Feb. 9 at The Chelsea at The Cosmopolitan of Las Vegas, "The Bud Light Backyard Tour Presents Zach Bryan" not only promises a musical spectacle but also ties into the brand’s commitment to its core interests—beer, football, and music—following recent controversy and declining sales.
This collaboration, which includes giveaways and a partnership with nonprofit Folds of Honor, aligns with Bud Light's efforts to repair its standing, particularly after the controversy surrounding its partnership with transgender influencer Dylan Mulvaney earlier this year. With 40% of lapsed Bud Light drinkers contemplating a return, the brand is strategically leveraging Bryan’s musical prowess to rekindle its relationship with its audience and build on its "Easy to Drink, Easy to Enjoy" platform. The move is part of the broader Bud Light Backyard Tour series, extending the brand's presence in the realms of music, football, and memorable experiences, offering a refreshing note to its marketing strategy amid challenging times.
Brendan Whitworth, CEO of Anheuser-Busch, expressed excitement about the partnership, stating, "Anheuser-Busch and our brands have brought unparalleled experiences to football fans and to country music lovers for decades. We could not be more excited to partner with Zach Bryan and to showcase his all-star talent during Super Bowl LVIII weekend."
As Bud Light seeks to rebound, the Bryan collaboration serves as a strategic crescendo, entering the second year of the Bud Light Backyard Tour series, providing an engaging platform for consumers and demonstrating the brand's commitment to delivering memorable experiences that resonate with its audience. In a symphony of marketing efforts, this partnership not only echoes the brand's dedication to its core values but also tunes into the diverse interests of its consumers, promising a harmonious journey towards reconnecting with its loyal fan base.