May 15, 2023 | 5:13 p.m
Miller Lite launched a marketing campaign for Women’s History Month in March that slammed beer ads that focus on bimbo in bikinis — but apparently made efforts to keep quiet about it after Dylan Mulvaney’s disastrous engagement with Bud Light.
Miller Lite’s Women’s History Month campaign, titled “Bad $#! T to Good $#! T,” was published March 7, pledging to clean up the brand’s past of sexist ads that objectify women — and instead, support brewers through Donate fertilizer, which they can use to “grow high quality hops”.
But just two months after the campaign was launched, the video is nowhere to be found on Miller Lite’s Twitter or TikTok accounts. Comments on Instagram posts on the campaign have been disabled, with no previous comment publicly visible.
Meanwhile, the YouTube ad’s video is “unlisted” and doesn’t appear on the beer brand’s channel page or in search results or recommendations on YouTube.
In the ad for “Bad $#! T to Good $#! T,” actress and comedian Ilana Glazer shares the “little-known fact” that “women were among the first to brew beer—ever.”
She continued, “Centuries later, how has the industry honored the founding mothers of beer? They put us in bikinis. Awesome.”
As she walks through a room full of years-old Miller Lite ads filled with scantily clad or barely-there women, Glazer says “it’s about time beer was for women.”
However, as of Monday, the easiest way to pitch the ad was through social media posts to critics who were busy roasting it. It’s not clear if the Instagram comments section was deleted, or if the YouTube post was public before its privacy settings were changed.
It also remains unknown if the campaign video was previously posted to Twitter before it was removed. As of Monday, The Post could not find “Bad $#! T to Good $#! T” on Miller Lite’s Twitter account.
Miller Lite and its maker, Molson Coors Beverage Company, did not immediately respond to The Post’s request for comment.
Miller Lite’s “Bad $#! T to Good $#! T” campaign was posted one month before social media star Dylan Mulvaney shared a custom lite bud the brand could send along with her photo on it.
The box of Bud Lite, which was never on sale to the public, was intended to celebrate Mulvaney’s “365 days of childhood,” but instead served as a catalyst for Bud Lite’s downward spiral, with nationwide sales down 23.4% year-over-year in The week after April 29th.
Miller Lite has been scouring the internet looking for all that s-it and buying it back, so they can turn it into sh-t is good for brewers. Literally, that’s good.”
“Okay, here you go, women,” says Glazer as the ad ends, holding up a can of Miller Lite. “Without us, there would be no beer.”
The two-month-old video on Monday started gaining attention from social media users.
Twitter user “Miller Lite has joined the wake-up cult” Citizen Free Press tweeted Next to the campaign video Monday morning. As of 3 o’clock that afternoon, the video has over 3.1 million views.
“This is what happens when a twenty-something gender studies major invades corporate boardrooms and crusades against their clients and one more fell today — R.IP. Miller Light,” media personality tweeted Benny Johnson In response to the campaign.
“Miller Lite saw the Bud Light disaster and decided they needed their own beer ad. These companies are broke and have no idea who is actually consuming their product,” Another user tweetedalthough the Miller Lite campaign was published before Bud Light turned into controversy.
“I’m going to stop drinking at this point,” Another user repliedas others nodded their heads to Logo“Wake up, go bankrupt.”
On YouTube, comments suggested that between Bud Light’s and Miller Lite’s recent marketing moves, “we got two of the best examples of not having a clue as to who your customers were…Now notice how I said ‘was’ and ‘no’.”
Another commenter said: “It makes me want to go buy more Yuengling.”
Meanwhile, Yuengling has positioned itself to pool its Bud Light customer base—and now possibly a Miller Lite—with limited-edition red, white, and blue cans just in time to support its veterans.
Another Twitter user called the Miller Lite campaign “Yuengling’s best ever commercial.”
While the Miller Lite ad has apparently evaded harsh criticism so far, the Bud Light has continued to make headlines as sales plummet and marketing executives are fired.
Recently, a second marketing director for Bud Light was placed on leave after backlash and calls to boycott the brand’s recent partnership with Mulvaney.
Now, Bud Light isn’t the only beer in maker Anheuser-Busch’s portfolio. Sales of Budweiser and Michelob Ultra fell 11.4% and 4.4%, respectively, in the week ended April 29, according to data from Bump Williams Consulting and NielsenIQ.
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