Anheuser-Busch CEO Brendan Whitworth joined the crew CBS Mornings Wednesday to discuss the fallout from Dylan Mulvaney’s marketing campaign. It would be a segment full of corporate speeches, Republican insults and cover-up of the evil that was counterproductive to the campaign.
While discussing Mulvaney’s campaign, co-anchor Gayle King illustrated: “How and why did he go so far astray? Because that certainly wasn’t your intention when you canned a person.
For his part, Whitworth acknowledged that “it’s been a tough few weeks,” but lamented, “I think the conversation around Bud Light has moved away from the beer and the conversation has become divisive. And Bud Light really it doesn’t belong.”
Whitworth not being able to hit softballs would be a constant theme of the segment as King tried again: “Yeah, so what was your intent? Tell us: What was your intent, what were you trying to do here? And you have done before, these promotional campaigns.”
Once again, Whitworth danced around the question, stating “one thing I’d like to make very clear is that impact is my responsibility. And as CEO, I’m responsible for everything we do here.”
Meanwhile, co-host Tony Dokoupil tried to turn the conversation to how awful conservatives are: “Given the moment we’re in, this moment in America with trans issues at the top of the social or political agenda conservative Republican, knowing what it is. Now you know, if you could go back, would I send that can back to that one person?”
For CBS, it’s not that Bud Light chose to do business with a progressive culture warrior, it’s that conservatives took notice, but once again, Whitworth dodged the question: “There’s a big conversation going on right now social and big brands are right in the moment. in the middle and it’s not just our industry or Bud Light.”
Whitworth would also explain how the company has previously run Pride-related campaigns, prompting co-host Vladimir Duthiers to grill him from the left: “But the political arm of Anheuser-Busch has given to anti-LGBTQ+ politicians. So where are you, and where is the company on queer rights?”
Again, Whitworth dodged the question: “We support politicians who support our business … they allow us to grow the business, they allow us to employ more people and we really help drive the economy.”
Later, Dokoupil would ask, “So how much is this marketing boo-boo, whatever you want to call it, costing Bud Light in the end with the drop in sales, with the financial aid, with the new ad campaign? I mean, you’re doing it together, does it sound like tens of millions, hundreds of millions of dollars?
Dokoupil should have read the numbers: a decline in sales of 28.5 percent i 27 billion dollars in market value, as well as several executives, incl Vice President of Marketing for Bud Lightwere put on leave, but in keeping with the pattern, Whitworth did not respond to the question: “We’re focusing on investing behind the brand right now.”
The interview would end with Duthiers drawing on Whitworth’s resume, “it should be noted that you are a former United States Marine and you were also in the Central Intelligence Agency, the CIA… How did you go from the CIA at Anheuser-Busch?”
After Whitworth detailed his transition to civilian life, King continued, “Do you still like this job?”
Whitworth continued to hope that the appeals to the flag would be enough to overcome the company’s current self-imposed mess: “I love this job and I love the company and it really is, as I said, an American institution . And really for me it’s a degree of separation from the United States: the American flag.”
Perhaps Bart Mancuso was right when he said of Jack Ryan, “Central Intelligence Agency. Now, there’s a contradiction in terms.”
This segment was sponsored by Liberty Mutual.
Here’s a segment from the June 28 show:
CBS Mornings
6/28/2023
7:31 ET
GAYLE KING: A lot of people in your position, Mr. Whitworth, would be running for the hills right now because you’ve all faced a lot of innings since April. How and why did it go so far astray? Because that was certainly not your intention when you canned a person.
BRENDAN WHITWORTH: Yeah, it’s been a tough few weeks and I think the conversation around Bud Light has moved away from the beer and the conversation has become divisive. And Bud Light doesn’t really belong there. Bud Light should be about bringing people together. And there’s been an impact on the business, and I think it’s being addressed publicly in Bud Light specifically.
KING: Yes, what was your intention? Tell us: what was your intention, what were you trying to do here? And you’ve done this before, these promotional campaigns.
WHITWORTH: Yes. Just to be clear, it was a gift, and it was a jar. But for us, you know, as we look to the future and look to move forward, we have to understand the impact that it has had, and as I said, you know, that impact has happened. But it’s the impact on our employees, the impact on our consumers and also the impact on our partners and I think one thing I’d like to make very clear is that the impact is my responsibility. And as CEO, I’m responsible for everything we do here.
TONY DOKOUPIL: Given the moment we’re in, this moment in America with trans issues at the top of the Republican social or conservative political agenda, knowing what you know now, if I could go back, I would send that can to this other person ?
WHITWORTH: There’s a huge social conversation going on right now, and big brands are right in the middle of it, and it’s not just our industry or Bud Light. It’s happening in retail, it’s happening in fast food. So for us what we need to understand is: deeply understand and appreciate the consumer and what they want, what they care about and what they expect from big brands.
…
VLADIMIR DUTHIERS: So you pointed out that Anheuser-Busch has been supportive of the queer community in the past. In fact, in 2019 you had these cans that were rainbow bottles that were sold in stores across the country.
KING: I remember them, yes.
DUTHIERS: But the political arm of Anheuser-Busch has given to anti-LGBTQ+ politicians. So where do you stand, and where does the company stand on queer rights?
WHITWORTH: You know, we support politicians who support our business, and when we say we talk about things like, things that work for the industry, allow us to grow the business, allow us to employ more people and really help boost the economy.
…
DOKOUPIL: So how much is this marketing boo-boo, whatever you want to call it, costing Bud Light in the end with the drop in sales, with the financial help, with the new ad campaign? I mean, you’re doing it together, does it sound like tens of millions, hundreds of millions of dollars?
WHITWORTH: We’re focusing on investing behind the brand right now. So we’re increasing the investment in Bud Light threefold this year as we go forward.
…
DUTHIERS: Brendan, we should point out that you’re a former United States Marine and you were also in the Central Intelligence Agency, the CIA.
WHITWORTH: Right.
DUTHIERS: So you know a little bit about stress. Just a little
WHITWORTH: Just a little.
DUTHIERS: How did you go from the CIA to Anheuser-Busch?
WHITWORTH: You know, I thought that the highest calling anyone can have is to serve the country. But for personal reasons, you know, he made the decision after eight years in the service of the country to go into business. I worked for PepsiCo for several years. And I came here ten years ago. And I have been in this position for two years.
KING: Do you still like this job?
WHITWORTH: I love this job and I love the company and it really is, like I said, an American institution. And really for me it’s a degree of separation from the United States: the American flag. And so, even though I’m no longer serving the country, I still feel like I have an opportunity to support the country and that’s exactly what Anheuser-Busch gives us the opportunity to do.
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