Yahoo TV

Bud Light (BUD) has launched a new marketing campaign to try to get its target audience back on board ahead of the upcoming NFL season. Marcus Collins, University of Michigan Ross School of Business Marketing Professor, joins Yahoo Finance Live to break down the new ad campaign and whether it will be effective in bringing back consumers who have recently moved away from the brand.

Collins, author of 'For the Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be,' spoke about Bud Light honoring its past. The company has been the NFL's official sponsor for the past 17 years. Collins said, "It's the job of the category leader to save the category. And that's not happening ... if they lose the football season, this is going to be a really tough year for Bud Light."