Amidst continuing criticism due to their association with a contentious transgender influencer, Bud Light seems to be reviving an old advertising mascot.
A video surfaced on a Twitter account believed to be associated with "The Bud Knight," depicting the mascot reentering the scene, accompanied by the text, “Yeah, I’m thinking I’m back.”
The character, designed to resemble a conventional medieval knight, is decked out in blue armor with "BUD LIGHT" prominently displayed across the chest plate. This mascot was previously featured in a 2019 Super Bowl advertisement, cross-promoting the renowned fantasy series, Game of Thrones. In the commercial, the mascot participates in a jousting contest where he suffers a loss, following which a massive dragon appears and incinerates the venue.
Yeah, I’m thinking I’m back pic.twitter.com/7BsxfCuwUp
— Bud Knight (@TheBudKnight) June 26, 2023
The Bud Knight played a pivotal role in Bud Light's highly acclaimed "Dilly Dilly" campaign that was active from 2017 to 2019. The last activity on the mascot's Twitter account was observed in 2021, ostensibly indicating a final farewell.
“It was really fun while it lasted, guys,” the Bud Knight tweeted at the time.
It was really fun while it lasted, guys.
— Bud Knight (@TheBudKnight) February 8, 2021
The choice by Bud Light to rejuvenate the beloved character arises in the midst of a storm of indignation following its collaboration in April with transgender influencer Dylan Mulvaney. The partnership, which was universally criticized, ignited a widespread boycott of the Bud Light brand. The result was a steep fall in sales and the beer brand losing its prime position to Modelo in mid-June as America's best-selling beer. Sales of Bud Light dipped almost 30% in the week ending June 17, compared to the same period in 2022.
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