Bud Light Puts Rivals, and Corn Syrup, in the Crosshairs

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Bud Light Puts Rivals, and Corn Syrup, in the Crosshairs

Bud Light Puts Rivals, and Corn Syrup, in the Crosshairs

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Super Bowl ads from

Anheuser-Busch InBev
SA’s


BUD zero.58%

Bud Light can have simply revived a countrywide center of attention on corn syrup, an element that has been blamed for its function in the nationwide weight problems epidemic.

In one first-quarter advert, a funny installment in Bud Light’s medieval-themed “Dilly Dilly” marketing campaign, the routine king personality embarks on a adventure to ship a cargo of misdelivered corn syrup to its proper cope with. He stops first at the Miller Lite fortress, which had already gained its corn syrup, and later at the Coors Light fortress, the place the king is happy to get his lacking provide.

“To be clear, we brew Coors Light with corn syrup,” mentioned the Coors Light king in the advert.

Bud Light returned to the theme in advertisements in the 3rd and fourth quarter.

The message provoked fast responses on

Twitter
.

The National Corn Growers Association reprimanded Bud Light. “@BudLight America’s corn farmers are disappointed in you,” it wrote in a tweet. “Our office is right down the road! We would love to discuss with you the many benefits of corn! Thanks @MillerLight and @CoorsLite for supporting our industry.”

Brewers additionally replied. Samuel Adams beer distanced itself from the element, tweeting, “No corn syrup AND no rice. #barley #hops #water #yeast.”

Executives from MillerCoors LLC, which sells each Miller Lite and Coors Light, have been most likely the maximum wound up.

MillerCoors tweeted a picture evaluating Bud Light with Miller Lite on energy and carbohydrates, adopted mins later via a tweet from Adam Collins, vice chairman of communications and group affairs.

“The Bud Light ad says more about their market position than it does about any @MillerCoors products,” he mentioned. “When was the last time ABI used their Super Bowl ad to attack a competing brand? Miller Lite has been gaining share for 17 straight quarters & someone’s feeling the heat!”

Peter Marino, leader communications officer at MillerCoors and president of the corporate’s craft and import department Tenth and Blake, aided in the protection. “Bud Light uses rice to aid fermentation. We use corn syrup. Interestingly, none of our products use High Fructose Corn Syrup, yet several of ABI’s do. Things that make you go hmmmmm,” he wrote on Twitter.

“Anheuser-Busch fully supports corn growers and will continue to invest in the corn industry,” mentioned a spokesman. “Bud Light’s Super Bowl commercials are only meant to point out a key difference in Bud Light from some other light beers. This effort is to provide consumers transparency and elevate the beer category.”

By halftime, Bud Light had two of the biggest social-mention spikes out of the sport’s advertisers, with just about 47,000 mentions on platforms like Twitter,

Facebook
,

Instagram and Reddit, in step with social-media size company Brandwatch. Bud Light noticed round 1,300 mentions in the minute following its corn syrup advert, and a fair greater jolt of process after its industrial selling HBO’s “Game of Thrones.”

Other entrepreneurs that noticed huge spikes in on-line mentions after operating their advertisements integrated

PepsiCo
Inc.,

Audi,

Kia Motors
Corp.

and the National Football League, Brandwatch mentioned.

Write to Alexandra Bruell at [email protected]

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