Robert Lachky is the former chief creative officer at Bud Light’s parent company Anheuser-Busch.
Lachky was behind the iconic Bud Light ads that helped propel the brand to the number-one-selling beer in America.
He worked on the famous “Whassup?!” ads and the “Bud-Weis-Er” frogs campaigns.
Lachky is also credited for the iconic Clydesdale ads of the 1990s and 2000s.
He was also behind the “Real Men of Genius” campaigns which received more awards than any other campaign.
“It’s self-inflicted,” Lachky said of Anheuser-Busch imploding after Bud Light’s campaign featuring transgender Dylan Mulvaney.
“It’s a complete lack of corporate oversight, and it’s been that way since InBev took the company over.
“Effectively, it took us 20 years to take Bud Light beer to the No. 1 beer in the country, and it took them one week to dismantle it.
Bud Light’s brand has now tanked so badly, you get mocked if you drink one. Not good as football tailgate season looms: pic.twitter.com/M1tzZteTFJ
— Clay Travis (@ClayTravis) May 10, 2023
Things continue to get worse and worse for Bud Light.. 🚫 pic.twitter.com/k9EH68vNFV
— OutKick (@Outkick) May 10, 2023
Bud Light’s collapse proves the common man still runs this country.
Woke morons want the public to believe they have all the power. They don’t. Regular people still have great influence.
Incredible column from @burackbobby_. https://t.co/WWMBjZOip3
— David Hookstead (@dhookstead) May 10, 2023
Perry Drake, who teaches marketing at the University of Missouri-St. Louis, said:
“I think it was executed really badly.
“They broke one of the rules of influencer marketing, and that is to make sure your influencer aligns with your customer segment.
“If you want to work with the LGBTQ community, there are ways to do that.
“You could release rainbow-colored cans during Pride Week, and (customers) could buy them or not, as they choose.
“It’s Marketing 101, as far as I’m concerned.
“In the long term, I think it will be forgotten,” he said.
“It will just be something that will show up when you Google ‘the 10 worst marketing campaigns ever’.”