After bleeding cash for months, Bud Light, the beer sponsor of the NFL, was all over the Super Bowl, scrambling to reclaim its core audience of red-blooded Americans. Those once-loyal consumers punted Anheuser-Busch’s Bud Light from its status as America’s top-selling beer last year, boycotting the brand after it featured transgender activist Dylan Mulvaney.

Rather than address the marketing failure head-on, company executives are attempting to buy back consumers with nostalgic ad campaigns and superficial gestures, and former President Donald Trump seems all too happy to go along with the charade.