Comedian Shane Gillis has made a surprising resurgence after a dismal year, thanks to a partnership with beer brand Bud Light. After being unceremoniously fired from “Saturday Night Live” for making allegedly racist jokes, Gillis has bounced back in a big way, with a new comedy tour and a brand-new partnership with Bud Light.
The infamous Bud Light ended last year on a sour note, with plummeting sales and a reputation for being “fratty” and out of touch. But it seems like the beer brand is trying to redeem itself with this new partnership. We can only assume that Bud Light is hoping to use Gillis’ controversial past to stir up some buzz and reclaim their former glory.
NEW: Bud Light appears to be in desperation mode, partners with right-leaning comedian Shane Gillis.
Remarkable.
Gillis, who is a polar opposite from Dylan Mulvaney, is popular for his gay jokes and pro-conservative takes.
“Gay Vikings. Dude, you’re just some villager looking… pic.twitter.com/MAsk2o1sr0
— Collin Rugg (@CollinRugg) February 1, 2024
Gillis, who recently appeared on the “Joe Rogan Experience” podcast, has been vocal about his past mistakes and the cancel culture that he believes took him down. And what better way for Bud Light to stick it to the cancel culture than by partnering with a comedian who was fired for his supposedly offensive content?
It’s interesting to note that this partnership comes on the heels of Bud Light’s disastrous collaboration with transgender influencer and activist Dylan Mulvaney. The brand faced a months-long boycott and dropping sales after announcing Mulvaney as their spokesperson. It seems like Bud Light has learned their lesson and are now hoping to appeal to a different audience with Gillis.
But let’s not forget that Bud Light’s own words have come back to bite them. The brand’s marketing VP, Alissa Heinerscheid, was recently fired after making controversial statements about their consumers. She suggested that “representation is at the heart of evolution” and that the brand needed a new approach that would appeal to both men and women. This begs the question: Is Bud Light partnering with Gillis in an attempt to save face and appeal to a more diverse audience?
It’s ironic that a brand known for its “fratty, out of touch humor” is now trying to be more inclusive and appeal to a wider audience. But perhaps this partnership with Gillis is just a desperate attempt to regain relevance and sales after their previous attempt at inclusivity backfired.
Gillis himself has admitted that the Bud Light partnership is a “joke” and it’s hard to imagine that anyone would publicly order a Bud Light without getting made fun of. It seems like Bud Light is willing to take that risk in the hopes of reviving their brand and regaining their title as America’s top-selling beer. But it remains to be seen if this partnership will have the intended effect.
Let’s not forget that Gillis has a controversial and offensive past that got him fired from a prominent comedy show. Will this partnership with Bud Light overshadow those past comments and jokes or will it reinforce the brand’s “fratty” and out of touch image? Only time will tell.
In the meantime, it seems like Gillis and Bud Light are an unlikely match. But perhaps there’s more to this partnership than meets the eye. Maybe Bud Light sees value in aligning themselves with a comedian who has been a victim of cancel culture. Or maybe they see an opportunity to tap into a different audience and revitalize their brand.
Bud Light’s New Poster Boy: Shane Gillis pic.twitter.com/yxGPQViEtt
— The Comments Section with Brett Cooper (@CommentsSection) February 1, 2024
While Bud Light may be attempting to evolve and elevate their marketing approach, it remains to be seen if this partnership with Gillis will pay off in the long run.
