- The Washington Times - Monday, October 31, 2016

Anheuser-Busch InBev dropped its ad campaign featuring comedian Amy Schumer and actor Seth Rogen after a decline in third-quarter sales.

Politically-tinged “Bud Light Party” ads that broached subjects of gender identity and gender pay gaps did not translate into sales for the beverage giant, and as a result the company is transitioning to its NFL campaign a few weeks early. Millennials approved of the commercials’ messages — but not enough to prompt them to actually buy the product.

“Despite continued positive signs in brand health evolution, driven by millennials and Hispanics, 3Q was the softest performance of Bud Light for the year from a volume and share perspective,” Bud Light senior director of marketing communications Lisa Weser told Ad Week last Friday.

One of the more contentious commercials Bud Light, “Equal Pay,” required the comments section to be disabled on YouTube.

“We have to pay more for the same stuff,” Ms. Schumer told Mr. Rogen. “Cars. Dry cleaning. Shampoo. Bud Light proudly supports equal pay. That’s why Bud Light costs the same, no matter if you’re a dude or a lady.”

Ms. Weser told the magazine that Anheuser-Busch InBev will now focus on “the Super Bowl and beyond,” such as its “This Is Your Can’s Year” campaign featuring NFL team logos.

“We will also put more focus on sports, where we have had considerable success in the past,” the executive said.

• Douglas Ernst can be reached at dernst@washingtontimes.com.

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