ChatGPT, as CEO of Anheuser-Busch, Defends the Trans Mulvany Faux Pas
I'm taking a course on Prompt Engineering, and thought I'd have a little chat with ChatGPT-4 about the Bud Light mis-step and see how it would go. This version was last updated in March, 2023.
See what you think, as marketers or consumers, and share your thoughts below?
Prompt: (Laying the foundation)
This year, in 2023, Bud Light's ads, using a transgender, and Target pushing their trans clothing lines, even for babies, suffered immensely as consumers responded with a resounding "NO!" When will brands learn that the majority of Americans do not agree with the transgender push, especially when it tries to influence our children. To me, this shows a colossal failure on the part of the 'so called' marketing geniuses behind these two failures. What were they thinking?
ChatGPT:
It seems you're expressing concern about how some brands approach their marketing strategies, particularly regarding the inclusion or representation of transgender individuals and related products. This is a complex and sensitive topic, and opinions on it can vary widely.
Marketing strategies are often developed based on a variety of factors, including market research, brand values, and societal trends. Companies like Bud Light and Target typically conduct extensive research and analysis to understand their customer base and broader market trends. The goal is usually to connect with audiences in a way that resonates with their values and interests.
In recent years, there has been a growing movement towards inclusivity and diversity in advertising. This reflects not only a societal shift but also a business strategy. Some brands have found that inclusivity in their marketing can appeal to a wide range of consumers, particularly younger generations who tend to value diversity and representation.
However, it's also true that not all marketing campaigns are successful, and consumer responses can vary greatly. Companies often take risks with their advertising strategies, and sometimes these risks do not pay off as expected. When a campaign receives a negative reaction, it can be for various reasons, including misjudging the public mood, poor execution of the campaign, or a disconnect between the brand's message and its audience's values.
Regarding the specific cases of Bud Light and Target, without more detailed information about the specific campaigns, their execution, and the consumer responses, it's challenging to provide a thorough analysis. It's important to remember that public opinion is diverse, and what might resonate with one segment of the population might not with another. Brands often have to navigate these complexities while trying to stay true to their values and objectives.
Ultimately, companies are continually learning and adapting their strategies based on consumer feedback and market performance. In the dynamic landscape of marketing, what works today might not work tomorrow, and vice versa.
Prompt: (I give a 'act as' prompt)
Act as the CEO of Anheuser-Busch and respond, by telling me what you learned after the fiasco of using the transgender, Mulvany, that caused your revenues to fall 13.5%? And also why your company didn't support Mulvany after the backlash? In an AP article from April 25, 2023, this was quoted: Manveer Mann, an associate professor of marketing at the Feliciano School of Business at Montclair State University, said Bud Light should have anticipated the backlash and had a plan in place to handle it.
ChatGPT:
As the CEO of Anheuser-Busch, I want to address the concerns raised regarding our recent Bud Light campaign featuring transgender model, Mulvany, and the subsequent impact on our revenues and public image.
Firstly, I acknowledge the significant decrease in revenue that followed this campaign, as reported. This situation has been a learning experience for our company. Our intention was to represent and celebrate diversity and inclusivity, values that we hold dearly. However, the response from the public has indicated that not all of our consumers felt aligned with this message.
In terms of our support for Mulvany post-backlash, I want to clarify that Anheuser-Busch stands firmly against discrimination in any form. The absence of a public response in support of Mulvany might have been perceived as a lack of support, which was not our intention. Our initial silence was a decision based on the rapidly evolving nature of the situation and our desire to respond in a thoughtful and strategic manner. In hindsight, we understand that this might have been misinterpreted, and we regret any harm this may have caused.
Manveer Mann’s comment in the AP article highlights an important aspect of modern marketing – the need for foresight and preparedness. We recognize that we could have been better prepared for the potential backlash and had a more robust plan in place to address it. This experience has taught us the importance of not only understanding our diverse consumer base but also being ready to engage in meaningful dialogue with them, especially when controversies arise.
Going forward, we are committed to learning from this experience. We will strive to balance our desire to be inclusive with a deeper understanding of our diverse customer base. This includes improved market research, more inclusive internal dialogues, and a stronger crisis management strategy.
Lastly, I want to reaffirm our commitment to diversity and inclusivity while also recognizing the need to connect with all our consumers in respectful and meaningful ways. We value the feedback we have received and will use it to guide our future marketing endeavors, ensuring they resonate more effectively with our diverse audience.
Thank you for bringing your concerns to our attention. We are committed to doing better and learning from our mistakes as we move forward.
Prompt:
As the CEO of Anheuser-Busch, you are in the business of making what you believe to be the BEST beer possible so that more people will buy it and your revenues will increase, right? Shouldn't your only focus be to make the best beer possible that tastes so good that it would appeal to people's taste buds, despite their sexual orientation? Your beer is for everyone, with taste buds, which is all humans, right?
ChatGPT:
As the CEO of Anheuser-Busch, our primary goal is indeed to brew high-quality beers that appeal to a wide range of consumers. The quality and taste of our products are at the forefront of our business strategy. We aim to create beers that not only meet but exceed the expectations of beer enthusiasts, casual drinkers, and everyone in between.
You are correct in pointing out that beer, as a product, is universal in its appeal. It transcends various demographic distinctions, including sexual orientation. Our focus is on the sensory experience – the aroma, the flavor, the mouthfeel – all the aspects that make enjoying a beer a pleasurable experience. This focus is consistent across all our brands and is a cornerstone of our brewing philosophy.
However, the business of beer is not just about the product itself; it's also about the brand experience. This includes how we communicate, the values we project, and how we connect with diverse communities. In a global and diverse market, brands often engage with various segments of society in ways that resonate with their values and lifestyles. This approach is not about excluding anyone but rather about acknowledging and respecting the diversity of our consumer base.
While the core of our business is indeed brewing excellent beer, we also recognize that being a responsible and responsive brand in today's world involves more than just the product. It involves understanding and engaging with our consumers in a way that is respectful and inclusive. This includes marketing and brand representation, community involvement, and social responsibility initiatives.
In summary, our commitment to brewing the best possible beer is unwavering. This commitment goes hand-in-hand with our efforts to be an inclusive, responsible brand that resonates with all our consumers. We believe that it is not just about making great beer, but also about building a great brand that people from all walks of life can relate to and feel a part of.
Prompt: (Digging deeper)
As the CEO of AB, please comment on this quote, by John Frigo, in the same AP article: “Whether the issue is trans people or anything else, the majority of consumers are pretty vocal about the fact they don’t want brands lecturing them or stuffing politics or social issues down their throat,” said John Frigo, the head of digital marketing for Best Price Nutrition. “If you sell beer, just make beer and leave it at that.”
ChatGPT:
As the CEO of Anheuser-Busch, I appreciate John Frigo's perspective, and I understand that this view resonates with many consumers. The sentiment he expresses is a reminder of the importance of focusing on our core business – brewing high-quality beer.
We recognize that some of our consumers prefer that brands stick to their primary products and services without delving into social or political issues. It's a valid point that for many, the enjoyment of products like beer is seen as a respite from the complexities and divisions of the wider world.
However, it's also important to acknowledge that brands exist within a society, and the decisions we make, including our marketing strategies, are often seen as reflective of our values and our understanding of our consumer base. The challenge lies in balancing these considerations – staying true to our core business while also navigating the expectations and values of a diverse consumer base.
It's a delicate balance. On one hand, we are committed to brewing the best beer and focusing on the quality and innovation that our customers expect from us. On the other hand, as a large and visible brand, we also recognize our role in the broader community and the potential impact of our actions and messages.
Our approach is to listen carefully to all our stakeholders – from consumers to employees, from partners to community leaders – to ensure that our strategies align with our core values while also resonating with the diverse views of our customer base. This approach does not mean we will always get it right, but it does mean we are committed to learning and adapting as we go.
Ultimately, our goal is to be a brand that not only produces great beer but also earns the respect and trust of our consumers through thoughtful, responsible actions and communications. We take feedback like John Frigo’s seriously, as it helps us to continually evaluate and refine our approach to ensure we are meeting the needs and expectations of all our customers.
Prompt:
Using your logic, then, why don't you feel that you would need to demonstrate your support of other consumers' values, such as heterosexual people, Republicans, Democrats, black people, white people, etc?
ChatGPT:
Your question touches on an important aspect of brand management and marketing: how a company like Anheuser-Busch can and should represent and support the diverse values and identities of its consumer base, including various political affiliations, sexual orientations, racial and ethnic backgrounds, and more.
1. Inclusivity and Diversity in Marketing: Our goal in marketing and branding is not to favor one group over another, but to be inclusive and to celebrate diversity. This means recognizing and respecting the wide range of consumers who enjoy our products. When we feature specific groups or themes in our marketing, it's not to the exclusion of others, but rather an effort to be inclusive and representative of the diverse society we serve.
2. Connecting with Diverse Audiences: The decision to highlight certain groups or themes in marketing campaigns is often driven by a desire to connect with different segments of our audience in ways that are meaningful to them. This doesn’t mean we value one group more than another; instead, we strive to recognize and celebrate the variety within our consumer base.
3. Balancing Representation: It’s a challenging task to represent every group and viewpoint in every campaign. Our focus is often on broader themes of enjoyment, togetherness, and community that transcend specific demographic lines. However, we are always exploring ways to connect with different groups respectfully and authentically, understanding that each group is an important part of the larger community.
4. Listening to Consumer Feedback: We understand that not every campaign will resonate with every consumer. Feedback, whether positive or critical, is invaluable as it helps us to understand our consumers better and to adjust our strategies accordingly. It's a continuous learning process to balance diverse viewpoints while staying true to our brand values.
5. Broadening Perspectives: In today's global market, companies need to be aware of a wide range of perspectives. This doesn't mean aligning with any specific political or social viewpoint, but rather being open to and respectful of the diversity that exists within our consumer base.
6. Commitment to Quality and Service: Above all, our commitment to brewing high-quality beer and providing excellent service remains steadfast. We believe that the universal appeal of our products is one of the key unifying factors for our diverse consumer base.
In summary, our marketing and branding efforts are about creating connections and celebrating diversity, not about dividing or favoring certain groups. We strive to be inclusive and to resonate with the broad spectrum of consumers who enjoy our products, always keeping in mind that our core commitment is to the quality and enjoyment of our beers.
Prompt: (Curious about this response!)
Or, could it be that your company was just pandering to a group that you wanted to support?
ChatGPT:
As the CEO of Anheuser-Busch, it's important to address this perspective openly and honestly. The term "pandering" implies a disingenuous or insincere effort to appeal to a particular group for self-serving purposes, without genuine alignment with or understanding of that group's interests or needs. It's a serious consideration in the realm of corporate ethics and brand integrity.
When we make decisions about our marketing strategies and branding efforts, including the groups or themes we choose to feature, our intentions are grounded in values of inclusivity and respect for diversity. Here are key points that guide our approach:
1. Reflecting Societal Diversity: Our aim is to reflect the diversity of the society in which we operate. This includes recognizing and acknowledging different groups within our consumer base, which is diverse and multifaceted.
2. Brand Values and Consumer Alignment: We strive to align our marketing strategies with our core brand values, which include respect, integrity, and community. When we highlight a particular group or theme, it is with the intention of aligning our brand message with these values.
3. Market Research and Consumer Understanding: Decisions about marketing campaigns are often informed by extensive market research. This helps us understand the preferences and values of different consumer segments. Our efforts are aimed at connecting with these segments in a meaningful way, rather than superficially appealing to them.
4. Responsiveness to Feedback: We are aware that not every campaign will be received positively by all segments of our audience, and we are committed to listening to and learning from consumer feedback. This feedback is crucial in helping us refine our approach and ensure that our marketing efforts are both respectful and effective.
5. Commitment to Quality and Universality: While our marketing might sometimes focus on specific groups, our core product – quality beer – is intended for all adult consumers, regardless of their background or identity. We believe in the universal appeal of our products and strive to make them accessible and enjoyable for everyone.
Our marketing choices are made with the intention of respectfully and sincerely connecting with various segments of our audience, aligned with our brand values and commitment to diversity and inclusivity. We understand the importance of authenticity in our marketing efforts and are continually working to ensure that our campaigns are both genuine and effective in resonating with our diverse consumer base.
In Conclusion...
I don't want to color the canvas with my analysis, but would love to see the colorful comments from marketers and consumers, alike, on this very curious (to me) question:
Is it enough for beer-makers to just make the BEST beer possible and appeal to everyone's taste-buds, regardless of their gender, sexual-orientation, or any other differences? What does beer choice have to do with what 'values' people hold??
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Ciao,
Carolyn
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