Drinkability Bad—for Sales

From “I Love You, Man” to “Real Men of Genius,” Bud Light is known for its memorable—and funny—ad campaigns. Not so with its latest: The “Drinkability” campaign has brought with it a lack of laughs, as well as the brand’s first negative sales year in its 27-year history, Advertising Age reports. As a result, “we’re going back to that familiar Bud Light voice,” says the CEO.

Bud Light first adopted the campaign—code for not too heavy, not too light—in an effort to reintroduce itself to the next generation as “not your father’s beer,” but “the execution just hasn’t been great,” says a consultant, leading to a 3% drop in sales during the first half of the year. For damage control, “drinkability” will be dialed down, and the company will focus on digital content. (More Jay-ZTV stories.)