Bud Light’s Rogen-Schumer Campaign Meets an Early End

Contributor
The brand is focusing more on the Bud Light x Lady Gaga Dive Bar Tour and NFL season
Bud Light

Bud Light

Bud Light takes a political stance with this comedic duo. ​

“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.”

Related
Bud Light Gets a (Stylish) MakeoverBud Light Signs Multi-Year Renewal as NFL’s Official Beer Sponsor, with Access to Game FootageBud Light Truck Crashes After Owner Gets Distracted by His DogBud Light Invented a Fridge That Reminds You When You’re Out of BeerBud Light Wows With Life-Sized Pac-Man Game in Super Bowl Ad

The brand will now focus its efforts on the Bud Light x Lady Gaga Dive Bar Tour and NFL-focused marketing, Adweek reported.