Bud Light has also been hit in the pocketbook, with U.S. retail sales down 24% compared with the same time last year.

But last week, AB InBev announced a plan to push the business forward after the controversy, including launching its summer advertising.

AB InBev’s Marcel Marcondes spoke at Cannes Lions this week and didn’t deny that Bud Light was having troubles, noting that it was part of the “controversial and divisive debates” that consumers were having over brands in the U.S.

“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,” Marcondes told the Cannes crowd, stating that the brand will be going around the country to reconnect with consumers.

Part of that reconnection will be through NFL superstars Travis Kelce, George Kittle and Dak Prescott, who look to join the beer brand for backyard fun during the summer, with a chance for fans to win signed memorabilia. The players will also star in new creative leading up to the NFL season.