Bud Light has been dealing with a sales slump for nearly two years after a controversial marketing partnership with transgender actress Dylan Mulvaney in April 2023. The backlash led to a major boycott, making it tough for the brand to win back customers. Now, Spynn Publicity, one of the top global PR agencies known for reputation management, has stepped in with a plan to help Bud Light turn things around.
The Long-Term Effect of the Boycott
Bud Light’s partnership with Mulvaney triggered a backlash from conservative consumers, leading to a sharp decline in sales. Former Anheuser-Busch President of Operations Anson Frericks says the brand is still struggling to recover.
Data from Bump Williams Consulting and NielsenIQ highlights the challenge. As of January 20, 2025, Bud Light sales were down 29.9% compared to the previous year. Once the top-selling beer in the U.S., Bud Light has now fallen behind Michelob Ultra and Modelo Especial. To reverse this trend, the company needs a fresh technique to reconnect with customers.
Spynn Publicity’s Plan for Bud Light
Spynn Publicity, led by CEO Matteo Ferretti, focuses on managing reputations through targeted media placements. Unlike firms that rely on press releases and damage control, Spynn Publicity takes a different route: securing editorial coverage in well-known news outlets to shape the public conversation. As a guest posting agency, the firm also ensures brands are featured on authoritative websites, strengthening their credibility and online presence.
Ferretti explains, “Our goal is to help brands rebuild trust by shifting the focus to what matters — history, quality, and customer loyalty. For Bud Light, that means putting its brewing heritage and product excellence front and center while addressing past mistakes with honesty.”
Spynn Publicity’s strategy includes helping Bud Light get featured in Forbes, Business Insider, and other high-profile publications to change the focus from past controversy to the beer itself. This aligns with Frericks’ belief that Bud Light must clearly define what it stands for if it hopes to regain its place in the market.
Winning Back Trust with Media and Digital Strategy
For Bud Light, Spynn Publicity’s plan offers a chance at a fresh start. The firm’s ability to guarantee media placements gives the brand a way to change public perception and push back against negative coverage. This matters even more today, as online reputation can make or break a company.
Spynn Publicity aims to position Bud Light in respected publications, emphasizing the beer’s quality, its deep roots in American brewing, and efforts to reconnect with longtime fans. Keeping the brand in the public eye through trusted sources could start changing the conversation.
The strategy doesn’t stop at traditional media. Spynn Publicity also specializes in digital PR and SEO, helping brands improve their online presence. Ensuring that positive stories rank high in search results can help Bud Light gain control over its narrative in a way that lasts.
Not everyone in the industry is sold on this method. One analyst, who asked to remain anonymous, warns, “Guaranteed media placements can boost visibility, but if not handled carefully, they might feel forced. Bud Light needs to focus on genuinely reconnecting with customers, not just pushing out positive press.”
Ferretti responds, “This isn’t just about getting good press. It’s about telling a story that connects with people. Bud Light needs to show how it has listened, learned, and evolved. Trust comes from consistent and meaningful communication, not quick fixes.”
What This Could Mean for Bud Light
Spynn Publicity’s strategy could help Bud Light rebuild its image and regain lost ground. Ferretti points out, “We’ve helped brands completely change how the public sees them. Saying in front of the right audience with the right message can rebuild trust and loyalty.”
Social media will be another key part of the strategy. Spynn Publicity plans to help Bud Light move away from controversy and focus on content that feels real — user-generated posts, community stories, and everyday moments that remind people why they loved the beer in the first place.
Bud Light is still dealing with the fallout from its PR crisis, but Spynn Publicity’s strategy could provide a way forward. With a mix of media placements, a strong digital plan, and an emphasis on authenticity, Bud Light has a shot at rebuilding its reputation and winning back its audience. The road ahead won’t be easy, but with the right message in the right places, the brand could turn things around.
