Bud Light tweeted on Thursday for the first time since it was forced to address its last controversy.
The beer company, owned by Anhesuer-Busch, went dark on Twitter after April 14, when a tweet reading "TGIF" was met with upset online. Its previous tweet before that was a statement on April 1, explaining its hiring of transgender social media star Dylan Mulvaney, a biological man who identifies as a woman, for an ad campaign featuring Mulvaney's face on one beer can.
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"Crack a cold one: we've got an epic summer ahead," its Thursday tweet read. "Sock tans included."
The tweet included a video showing actors with Bud Light cans, bottles, and kegs in various outdoor scenarios. Its final scene ends with the words: "Easy to drink. Easy to enjoy."
So far, the attempt to win back beer drinkers has fallen flat.
"Look at Bud Light trying to recover," one Twitter user wrote. "How ridiculous … woke dummies think we forgot."
Look at @budlight trying to recover. How ridiculous…woke dummies think we forgot. https://t.co/rQ65ZEfr3K
— David Bautista (@dumb_dog) June 22, 2023
"All I'm getting from this ad is that only morons drink bud light," another user wrote. "D*** they are clueless!!!"
All I'm getting from this ad is that only morons drink bud light. Damn they are clueless!!! https://t.co/THD0CfZ1nR
— Kathleen Sherman (@Kathlee26065261) June 22, 2023
"Poor white people are back now I see," another wrote.
Poor white people are back now I see. https://t.co/3N8qy1TWOp
— Andrew Beck (@AndrewBeckUSA) June 22, 2023
Other users pointed out a small icon on the bottom right side of Bud Light's tweet. It is a recent feature on the platform that allows Twitter users to hide specific replies to its tweets. Bud Light had hidden hundreds of replies that included memes about the brand and negative comments.
"Bud Light hiding replies like cowards," one user wrote. "Love it."
Bud Light hiding replies like cowards. Love it https://t.co/iPJhfW1EvS
— DDayCobra (@DDayCobra) June 22, 2023
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Bud Light has launched a summer ad campaign that includes Anheuser-Busch CEO Brendan Whitworth going on a national tour to hear from consumers, in connection with the brand's Major League Baseball sponsorship, according to a report.
The senior marketing officials involved with the Mulvaney promotion were subsequently placed on leave, which resulted in the company cutting ties with a third-party advertising agency.