‘That’s Who We Are,’ from Anomaly, comes as the beer marketer tries to leave influencer controversy behind
Anheuser-Busch InBev is “looking forward” with a new campaign that focuses on its role in the beer industry and the people who work there.
The campaign out today, called “That’s Who We Are,” showcases the people that brew, drive, stock and serve the company’s beers. It comes as AB InBev tries to shake off the effects of the Bud Light fiasco and move ahead with its summer marketing plans.
Bud Light debuted a new ad last week and more recently reactivated the dormant Bud Knight character on Twitter. The company also recently announced financial support for wholesalers who were feeling the effects of falling sales since Bud Light became the target of conservative boycotts.
The new effort also seems aimed at appealing to those distributors—some of whom rebuked AB InBev in a recent Wall Street analyst’s survey—by putting them in the marketing spotlight while attempting to portray the brewer as supporting the American economy.
“This new campaign celebrates the people that bring our beer to life—from American farmers to those in our breweries, to delivery drivers, servers, and store clerks. The beer industry is made great by the amazing people that work hard every day, in every community,” Brendan Whitworth, the company’s U.S, CEO, said in a statement. “Our commitment to our amazing network has never wavered—it has only grown stronger. We are looking forward, and it’s time to recognize and salute the people behind the scenes that drive our industry forward. Because to put it simply, that’s who we are.”
More than 140 employees and partners contributed to the making of the “We Make the Beer” ad, which showcases local communities such as St. Louis, Houston, Parma, Idaho and Jonesboro, Arkansas.
The ad comes from Anomaly, which also works on Bud Light marketing.
Whitworth also discussed the ad, as well as the backlash the brewer faced following a promotion with transgender influencer Dylan Mulvaney in April, during an interview today with “CBS Mornings.”
“The conversation surrounding Bud Light has moved away from beer and that conversation has become divisive and Bud Light really doesn’t belong there,” Whitworth said. “Bud Light should be about bringing people together.
“Bud Light has supported LGBTQ since 1998,” he said when pressed on the brewer’s position on LGBTQ+ rights. “We will continue to support the communities and organizations we have supported for decades. But as we move forward we want to focus on what we do best which is brewing great beer for everyone, listening to our consumers, being humble in listening to them, making sure we do right by our employees, and support[ing]our partners, and ultimately make an impact in the communities that we serve.”
AB InBev operates more than 120 facilities across the U.S., including 12 breweries, 17 agricultural facilities, and 19 craft partner breweries. In addition to the brewer’s more than 18,000 employees, its independent distributors employ an additional 47,000 people.
“As Anheuser-Busch’s hometown wholesaler, we are proud to do our part to strengthen our community by providing jobs, donating to hundreds of local charities, and distributing high-quality products for consumers to enjoy,” David Stokes, president and CEO, Grey Eagle Distributors, said in a press release. “The heart of this organization is the people who brew and sell our beer. It’s an entire network, united by one mission – to make, deliver, and sell the beer you love, together.”
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This article first appeared in adage.com
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