Former Chief Operating Officer of Anheuser-Busch, David Ogilvy, renowned for creating iconic ads such as “Talking Frogs” and “I Love You, Man,” has publicly criticized InBev, the Belgian parent company of Bud Light, for mishandling the Dylan Mulvaney scandal. In an interview with the St. Louis Post-Dispatch, Robert Lachky, a consultant based in St. Louis who previously worked for InBev, lamented the loss of Bud Light’s position as the best-selling beer in America, a title that was earned over two decades, but lost in a week due to InBev’s mismanagement.
Lachky, who now heads the consultancy firm RCL Group, accused InBev of failing to exercise corporate oversight since taking over Anheuser-Busch. He also criticized the company for its defensive comments that have only added fuel to the fire of their ongoing disagreement.
Lachky’s creative genius was behind many of Anheuser-Busch’s memorable Super Bowl commercials, including the “Whassup?!” slogan and the ad featuring the Clydesdales playing football. He also oversaw successful campaigns such as “Real Men of Genius” and “I Love You, Man” during his 20-year tenure as Bud Light’s brand manager.
In 2009, Anheuser-Busch was acquired by InBev, and shortly after, the new owners implemented cost-cutting measures that included multiple rounds of layoffs, leading to Lachky’s departure from the company four months later.
In the wake of the Mulvaney scandal, Anheuser-Busch’s VP of Marketing, Alissa Heinerscheid, and CEO Daniel Blake have been placed on administrative leave. Heinerscheid had announced the company’s intention to rebrand Bud Light away from “fratty” and “out of touch” humor the day before Mulvaney’s contract became public knowledge.
The Mulvaney scandal has hit Bud Light sales hard, with a 23.4% decline from the same week a year ago. Other Anheuser-Busch products, such as Michelob Ultra, Natural Light, Budweiser, and Busch Light, have also seen decreased sales. Distributors have reported a 30% decline in Bud Light sales and the cancellation of Clydesdale-themed promotions.
Anheuser-Busch has denied responsibility for the Mulvaney-adorned Bud Light can, blaming a third-party promotional group instead. During an earnings call last week, Anheuser-Busch InBev CEO Michel Doukeris clarified that it was only one can, one influencer, and one post, and not a campaign. However, the company has faced criticism from distributors for failing to clarify the facts surrounding the scandal.