Then, the brand’s response to the backlash, in which it did not mention Mulvaney, alienated another group of consumers who were upset that the company did not voice support for LGBTQ+ people. 

AB InBev’s business has since taken a hit, and in June, it announced a plan to rebuild after the controversy. Its plan included a summer ad campaign, called “Easy to Summer,” which took a light-hearted approach with scenes of people cooling down in the heat with Bud Light. 

Speaking at the Cannes Lions Festival in June, AB InBev chief marketing officer Marcel Marcondes promised that Bud Light would go around the country to reconnect with consumers. 

“When things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers to be very humble,” he said at the time.