Compiled from a series of articles published between May and September 2023, this white paper from the Marketing Accountability Standards Board (MASB) describes how impaired brand preference led to persistent sales volume decline at AB InBev, parent company to the Budweiser® and Bud Light® beer brands, after sponsored Instagram posts promoting Bud Light were met by a wave of criticism on social media.
Former marketing finance executive and current MASB Trustee/Treasurer Jim Meier and MASB Executive Director Frank Findley relate how MASB’s landmark Brand Investment & Valuation study (March 2016) concluded that this would be the case, despite a sizable portion of news coverage downplaying the likelihood of a significant monetary impact to AB InBev generally and Bud Light specifically.
ACADEMIC CASE STUDY
A multimedia academic case study is available, including the white paper, a PowerPoint presentation with discussion questions and guide, and an introductory video. Interested parties can contact [email protected].