The Soapbox

nyhoo

Joined: 08/14/1998 Posts: 1540
Likes: 1286


Ardagh Packaging / Bud Light / Dylan Mulvaney


This may be old news on this board...

I listened to Ardah Packaging call yesterday: Ardagh is one of the world's largest glass and metal packaging companies. On the glass side, their biggest client is Bud Light. On the call the company confirmed that they had shuttered their Wilson, North Carolina, and Simsboro, Louisiana, plants - 650 jobs in total. They specifically cited declining Bud Light sales as the reason.

I find the situation fasciniating. like most, I thought the boycott would be short-lived and we would see a robust bounce back in sales. I guess not - and clearly Ardagh guesses not - as shuttering a plant is a dramatic and expensive reaction.

At McINtire we learned that brand equity is fragile and has to be continuously managed. Off the top of my head, I can think of no better example in corporate history than this one.

Posted: 10/27/2023 at 04:59AM



+3

Insert a Link

Enter the title of the link here:


Enter the full web address of the link here -- include the "http://" part:


Current Thread:
 
  
Ardagh Packaging / Bud Light / Dylan Mulvaney -- nyhoo 10/27/2023 04:59AM
  Bigotry wins again! ** -- HoosWillWin 10/27/2023 09:26AM
  On the notion of fragility in brand equity... -- Cav113 10/27/2023 08:42AM
  MAGA cuts off its nose to spite its face again -- HptHokie 10/27/2023 07:46AM
  Who's choice was this ad campaign? ** -- Lupos 10/27/2023 06:14AM
  You are insane** -- 81_Hokie 10/27/2023 08:18AM
  Who’s choice was the response? ** -- FxHoo 10/27/2023 07:46AM
  ** -- nyhoo 10/27/2023 07:32AM
  Step one in marketing: understand you customer -- WahooMatt05 10/27/2023 06:03AM

Notice: Trying to get property 'queue' of non-object in /data/www/sportswar.com/wp-includes/script-loader.php on line 2781

Warning: Invalid argument supplied for foreach() in /data/www/sportswar.com/wp-includes/script-loader.php on line 2781
vm307