Bud Light has announced a partnership with comedian Shane Gillis for his 2024 comedy tour, marking a new chapter for the brand after a challenging period. The announcement, shared on Instagram by both Bud Light and Gillis, comes in the wake of backlash the brand faced due to its previous partnership with transgender influencer Dylan Mulvaney. The controversy surrounding Mulvaney, which involved Bud Light cans featuring her image, led to a significant boycott and a dip in sales, resulting in Bud Light losing its position as America’s top-selling beer.
The brand’s decision to collaborate with Gillis, known for his humor and also for his brush with controversy, signals Bud Light’s continued commitment to incorporating humor into its branding. Gillis, who was previously let go from “Saturday Night Live” due to past remarks, has maintained a presence in the comedy scene, including appearances on the “Joe Rogan Experience” podcast where the Bud Light and Mulvaney situation was discussed.
Todd Allen, Vice President of Marketing for Bud Light, expressed enthusiasm for the partnership with Gillis, emphasizing humor’s central role in the Bud Light brand and its ‘Easy Enjoyment’ platform. This move reflects Bud Light’s strategy to navigate past controversies and reconnect with its audience through comedy and shared enjoyment.