Thursday, June 8, 2023

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    Marketing Briefing: Marketers closely watching backlash to ‘woke’ advertising from Bud Light, Miller Lite and Adidas

    It’s seemingly open season on advertising that’s deemed “woke” as brands like Miller Lite and Adidas join Bud Light in dealing with backlash to their recent inclusivity-themed campaigns, partnerships or imagery.  

    With that being the case, marketers may second guess advertising that could be considered “woke,” though it’s hard to say exactly what that would be. So far, that’s been efforts to be more inclusive of trans people (Bud Light, Adidas) or a satirical ad for Women’s History Month (Miller Lite). Marketers and agency execs say there may be a lot more caution among risk averse brands and marketers now as they watch what’s happening to their peers and look for ways to avoid the same happening to them. 

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