Anheuser-Busch InBev (ABI), the beleaguered parent company of Bud Light beer, will soon launch a new marketing campaign to repair the damage done by its last marketing campaign, which embraced transgender influencer Dylan Mulvaney.
The plan is to feature Bud Light and the company’s signature beer, Budweiser, in a line of camouflage aluminum bottles that promote the ‘Folds of Honor’ program, which provides educational scholarships for families of fallen and disabled American military service members and first responders, the New York Post reported.
“It’s an aluminum bottle,” a source familiar with the plan told the Post. “I believe it is the only package that will be transitioning, but I am not 100% certain on that.”
It is similar to a campaign used by the company in 2017 when it released patriotic cans and bottles with the name ‘Budweiser’ replaced by the word ‘America.’ That year the company also introduced a military-inspired camouflaged aluminum bottle.