Following the public backlash to Bud Light’s partnership with transgender activist Dylan Mulvaney last year, the brand announced this month that it would contract with a conservative-leaning comedian. The effort is the latest to stem the loss of about a third of the brand’s market share since announcing the Mulvaney deal last April.
Gillis posted on social media that the comedian was part of the “team” and that the brand was “excited to be a part of your 2024 tour.”
The comedian posted on Instagram that he was “excited” to announce his partnership with the brand, adding the hashtag #budlightpartner.”
Gillis has increased in popularity in recent years, including being introduced by Dave Chapelle and appearing on the Joe Rogan Experience.
He also briefly worked for Saturday Night Live but was fired following accusations of making racial jokes in the past. The show said that his language was “offensive, hurtful and unacceptable.”
Bud Light’s New Poster Boy: Shane Gillis pic.twitter.com/yxGPQViEtt
— The Comments Section with Brett Cooper (@CommentsSection) February 1, 2024
Last year, Gillis joked about the idea of turning around Bud Light’s image. Popular podcast host Joe Rogan said that Gillis should be the spokesperson for the company.
Gillis joked that there was nothing to be ashamed of when drinking the beer. He added that the brand should pay him or he would start drinking Coors. Rogan said that one marketing idea would be to use a frog meme holding the beer, reading “Feels Bad Man.”
He also joked that the company should pay him “$50” as part of a possible marketing deal.
Overall sales of Bud Light have fallen almost 30% since the start of the popular boycott against the beer.
As Bud Light and its parent company Anheuser-Busch saw a sharp decline in sales, its competitors increased. Coors Light saw an increase in sales of more than 12%. Furthermore, Miller Lite’s sales increased by almost 7% while Yuengling Light had a sharp increase in sales of more than 72%.
Since the controversy, the UFC signed a major marketing deal and Bud Light highlighted advertising with the NFL.
