(Jacob Bruns, Headline USA) Beer producer Miller Lite has attempted to follow the bold path carved by Bud Light in recent months with its own woke, feminist ad campaign, Fox News reported.
Feminist comedian Ilana Glazer teamed up with Miller Lite in March to mock the bikini-clad women of former beer advertisements, demanding instead that beer companies apologize to women for objectifying them and give them credit for the success of the beer industry.
“Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis,” Glazer said, walking past old beer advertisements and throwing one away. “Wow. Look at this s**t! Wild!”
The advertisement also suggested that Miller Lite felt that it is its duty to clean up the advertising of the entire beer industry to serve women who brew beer.
Some on Twitter noted that we should not be surprised at the marketing gaffe, given that the job of marketing departments is not to respond to markets, but to change people’s desires actively.
Now you might be asking yourself "How could they be stupid enough to do this?"
They just saw what happened to Bud Light, go woke go broke right?
But that's because you still think the purpose of corporations and advertising is to respond to the market instead of engineer it https://t.co/B9QxvtyqLU
— Auron MacIntyre (@AuronMacintyre) May 15, 2023
In a remarkably similar situation to the Bud Light debacle, a marketing executive decided that the beer company needed to transform its customer base, this time into a customer base less interested in attractive women.
The Daily Caller noted that Sofia Colucci, the chief marketing officer of Molson Coors Beverage, which owns Miller Lite, is a supporter of numerous woke causes ranging from gun control to George Floyd riots to illegal immigration.
Adam Collins, Molson Coors’s chief communications and corporate affairs officer, stood by the ad campaign.
“People can take issue with our ads or our brands, and that’s everyone’s right,” he wrote. “But we have thousands of hardworking people from all walks of life who are only doing what millions of other Americans do every day, working hard to earn a living, and we will always support them in their work.”