“The Bud Light Party” campaign was cut earlier than expected after the brand saw a disappointing third quarter due to a decline in sales.
The campaign was pitched as a political parody; its most recent ad supporting gender identity, “Labels,” debuted not long before the first presidential debate between Hillary Clinton and Donald Trump.
The Wieden + Kennedy campaign starring Amy Schumer and Seth Rogen was set to end in the fall when Bud Light would be transitioning to NFL programming, Lisa Weser, Bud Light’s senior director of marketing communications, told Adweek.
"The Bud Light Party campaign helped us improve these brand attributes, but it did not translate to improved volume and share performance,” Weser said. “While we are clearly not satisfied with Bud Light's performance, we are already leveraging what we've learned to develop and execute new work.”
The brand will now focus its efforts on the Bud Light x Lady Gaga Dive Bar Tour and NFL-focused marketing, Adweek reported.