First Bud Light, Now Coors Light: Miller Lite’s Controversial ‘Woke’ Ad Campaign Raises Eyebrows

The campaign, cleverly named “Bad $#!T to Good $#!T,” was initially launched in March. Its intent was to address and rectify what the beer industry acknowledged as past “objectification” of women in its advertising. However, the campaign’s approach has been met with considerable backlash, with many accusing the brand of abandoning its traditional base for a more “woke” agenda.

Miller Lite, a stalwart of the American beer scene, has long been associated with a straightforward, no-nonsense image. Its ads have typically focused on the beer’s quality and its place as a fixture at gatherings, sporting events, and quiet nights at home. The brand has a legacy steeped in tradition, appealing to a consumer base that values simplicity and authenticity.


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