The brand’s partnership with Mulvaney follows a gradual marketing pivot toward expanding Bud Light’s consumer base and factoring inclusion into the conversation. In the Super Bowl ad, Miles and Keleigh Teller dance their way through hold music, playing on a popular meme on TikTok. It followed the brand’s first spot with the new positioning, which spotlighted a woman making her way through a crowded bar.
At the time, Heinerscheid told Adweek, “We do fundamentally believe we’ve got the right ‘who we are and what we stand for.’ And the work truly does deliver on that message of easy enjoyment.”
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