An anti-woke backlash has swept through the brewing industry, with Miller Lite’s “Bad $#!T to Good $#!T” campaign quickly disappearing just as abruptly as it appeared, leaving critics questioning the brand’s motives and strategy.
The campaign, which was launched during Women’s History Month, vowed to rectify the brand’s alleged history of objectifying women in their ads by supporting female brewers with donated fertilizer to cultivate quality hops.
However, just two months after its launch, traces of the campaign have all but vanished from Miller Lite’s social media platforms.
A video illustrating the campaign, featuring comedian and actress Ilana Glazer, has become unlisted on YouTube, and is noticeably absent from the brand’s Twitter and TikTok accounts.
Comments on the Instagram posts about the campaign have also been disabled, making it easy to hide difficult to gauge public reaction.
In the video, Glazer, amidst a backdrop of dated Miller Lite ads showcasing women in provocative clothing, declared it was time for the beer industry to make amends to women.
She reminded viewers of the often-forgotten historical fact that women were among the earliest beer brewers, a tribute she and Miller Lite claim was poorly repaid by the industry’s inclination to place them in bikinis for advertising purposes.
Despite the disappearance of the official video, the campaign has continued to stir debate among conservative critics who have shared it across social media platforms.
The sudden disappearing of the video on official channels leaves unanswered questions, such as whether the YouTube post was made public before privacy settings were altered or if the Instagram comments section was expunged.
In the wake of these events, Miller Lite and parent company, Molson Coors Beverage Company, have remained silent, offering no comment on the situation.
This controversy arrives on the heels of a significant backlash faced by rival brand Bud Light.
Bud Light experienced significant financial repercussions and a conservative-led boycott following the release of a custom can featuring trans social media influencer, Dylan Mulvaney.
With the brewing industry in turmoil, it’s worth pondering whether Miller Lite’s pandering to woke culture is indeed the optimal strategy.
The recent negative response experienced by Bud Light and now Miller Lite should serve as a stark warning to companies aiming to rebrand themselves around social justice issues.
