XPost: alt.fan.rush-limbaugh, alt.society.liberalism, free.go.woke.go.broke   
   XPost: talk.politics.guns   
   From: incredible-stupidity@budweiser.com   
      
   On 08 Apr 2023, Rich  posted some   
   news:u0skh9$1cs9l$10@dont-email.me:   
      
   > The idiot who hired this bozo should resign or be fired with her.   
      
   The Super Bowl will kick off a new marketing era for Bud Light, and a   
   woman is at the helm for this new direction.   
      
   Alissa Heinerscheid, vice president of marketing for Bud Light, is the   
   first woman to ever lead the popular brand.   
      
   “As the first woman to lead the biggest beer brand in the world, it’s an   
   amazing opportunity to really evolve and elevate Bud Light, this brand I   
   love,” says Heinerscheid.   
      
   The Bud Light commercial, which will air during the Super Bowl, features   
   actor Miles Teller and his wife Keleigh, and it’s called “Hold,” as   
   Keleigh is facing a situation people everywhere do - being on hold on the   
   phone.   
      
   “This campaign is meant to feel different, to be lighter and brighter,   
   with a confidence and magnetism, and it’s really critical to depict real   
   people and real places,” she says. “What I need to do to help this brand   
   to evolve..this is my passion point.”   
      
   Heinerscheid says Bud Light, as a brand, has been “everything to everyone,   
   and as a result, we’ve not been (mindful) about where it shows up.” As a   
   mother, Heinerscheid says, one strategic priority was to make sure that   
   women were represented. “Female representation is a personal passion point   
   of mine,” she says.   
      
   That came out in the commercial “The Bud Light Carry," which depicting a   
   female protagonist, who after buying her friends a round of beer, had to   
   bring those glasses to her friends without spilling a drop. “We had this   
   awesome female lead, she’s cool as hell, bobbing and weaving through the   
   bar,” Heinerscheid says.   
      
   This representation will continue in the Super Bowl commercial, in which   
   Keleigh is on hold, and Miles brings her a Bud Light to her, and behind   
   the scenes, a female choreographer directed the actors. “We see this Super   
   Bowl ad as ushering a new era for Bud Light,” Heinerscheid says.   
      
   The new era - and the new tagline - is all about “Easy to Drink, Easy to   
   Enjoy,” Heinerscheid says.   
      
   “When we looked at this job to be done, attracting new drinkers, we   
   started out with who we are and what do we stand for,” Heinerscheid says.   
   “We’d been pretty inconsistent in our messaging over the years, and we   
   need to establish who we are and consistently message this in years to   
   come.”   
      
   To determine this, Heinerscheid and her team went back in the brand’s   
   history to August Busch III, who 41 years ago, developed “an easy to drink   
   light beer.” “That’s one of our core truths, our reason for existing,” she   
   says.   
      
   The idea, behind both commercials, is to take it easy and choose enjoyment   
   over what could be frustrating moments. “You can either let something ruin   
   your mood or choose to enjoy yourself, and that’s what our Super Bowl ad   
   is all about,” Heinerscheid says.   
      
   The brand’s only two weeks in to this new marketing strategy, and fans are   
   talking about it on social media, Heinerscheid says. They’re noticing that   
   it’s “different and unexpected, but it still feels like Bud Light,” she   
   says, of the first spot in the playoffs.   
      
   The commercials, she says, are still humorous, but they show that the   
   brand is moving away from the jokester, slapstick comedy to more sly and   
   sophisticated humor.   
      
   “As the number one beer in the industry, it’s incumbent upon us to act   
   like a leader and set the standard,” she says. “We’re excited to see what   
   2023 brings.”   
      
   Check out Teller’s dance moves and the new direction for Bud Light with   
      
   “Hold."   
      
   Comments:   
      
   6 years sober.   
   5 April, 2023   
      
   Great idea, alienate your core consumer to appeal to those who will never   
   buy your product and are a minuscule pool comparatively.  Who's next,   
   Jehovah's Witnesses? Grade A work there, Alissa!   
      
      
   Reply   
      
   48   
      
   Share   
      
      
   Bud sux   
   4 April, 2023   
      
   You destroyed the brand just like Star Wars did.  Don't put women in   
   charge of male dominated brands.   
      
      
   Reply   
      
   45   
      
   Share   
      
      
   Tman   
   13 hours ago   
      
   What a failure, she has single-handedly ruined a brand within months. Way   
   to alienate your main customer over this latest fad.   
      
      
   Reply   
      
   8   
      
   Share   
      
      
   cwalk   
   5 April, 2023   
      
   This aged well   
      
      
   Reply   
      
   36   
      
   Share   
      
      
   JJN   
   23 hours ago   
      
      
   [continued in next message]   
      
   --- SoupGate-Win32 v1.05   
    * Origin: you cannot sedate... all the things you hate (1:229/2)