Both beer brands have faced outrage over ad campaigns. But a leading brand strategist said the companies' responses 'could not be more different.'
On April 14, Whitworth issued a statement, saying:"We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer."
"I think it would have been easy to say: 'Look, we celebrate Kid Rock's right to drink whatever he wants to drink; we encourage him to keep buying cases of our product to blast with his shotgun because it actually sells more beer—but we're not going to change our values based on the views of a few individuals. And we believe everybody has the right to have a cold Budweiser in their hand if they wish to.
"I would expect Miller Lite to have very little pushback from this. I think they rightly identify that it was a fringe amount of people complaining about it." Both Bud Light and Miller Lite could be construed as abandoning their brand identity over the marketing moves, but O'Keefe described Miller Lite's campaign as"astute" by seeing"an opportunity for growth by broadening the customer base."
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