A-B InBev Decides To Cut Rogen, Schumer Bud Light Ads, Will Focus On NFL Marketing Efforts

A-B InBev has wrapped up its political-themed campaign starring Amy Schumer and Seth Rogen a "few weeks ahead of schedule" and will instead "turn its attention to the Bud Light X Lady Gaga Dive Bar Tour and its NFL-focused marketing efforts," according to Erik Oster of ADWEEK. A-B InBev Senior Dir of U.S. Marketing Communications Lisa Weser said, "We recently wrapped the Bud Light Party campaign, (which was always intended to end in the fall), to transition to Bud Light's NFL programming, supported by strong creative execution and significantly increased coverage of our team cans across the U.S." Oster noted A-B recently "launched 'This Is Your Can's Year,' promoting Bud Light's cans with NFL team logos for the new football season." The brand is now "expanding on the popularity of its NFL team branding effort with new team can coolies, promoted in a 15-second spot called 'Rival Cans,' which aired during a recent Chargers-Raiders game." Team-specific spots "promoting the team can coolies will air during broadcasts in different markets, and remaining media leading up to the Super Bowl is expected to focus on football" (ADWEEK.com, 10/28). AD AGE's E.J. Schultz noted the "politically themed Bud Light Party campaign" has proven to be a "major disappointment by failing to reverse declining sales trends." A-B InBev reported that Bud Light sales to retailers "fell by 'mid-single digits'" in Q3 (ADAGE.com, 10/28).