3 billion reasons why Anheuser-Busch's Bud Light campaign featuring Dylan Mulvaney may have backfired
ST LOUIS, MISSOURI: Dylan Mulvaney, a transgender activist, and a Tik Toker, recently unveiled a Bud Light campaign that has drawn criticism from some quarters. Mulvaney argued that her detractors misunderstand her and are picking on her since she is new to the transgender community in response to the criticism.
Mulvaney stated on Rosie O'Donnell's podcast, "The reason that I think I am so... I'm a target because I'm so new to this. Additionally, Mulvaney pointed out that more seasoned transgender campaigners might be less sensitive to criticism. Anheuser-Busch, the parent company has also spoken in its defense after coming in the eye of the storm from transgender activists.
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'These people they don't understand me'
"I think going after a trans woman that’s been doing this for like 20 years is a lot more difficult. I think maybe they think that there’s some sort of chance with me… But what is their goal?"
Mulvaney maintained that her efforts are meant to be positive and inclusive, "These people, they don’t understand me, and anything that I do or say then somehow gets taken out of context and is used against me and it’s so sad because everything I try to put out is positive. It’s trying to connect with others that maybe don’t understand me. It’s to make people laugh or to make a kid feel seen."
The company's market valuation has lost $3 billion in value
Mulvaney dismissed the criticism but Anheuser-Busch, the Bud Light campaign's parent corporation, has taken a heavy hit. Since the beginning of the campaign, the company's market valuation has lost $3 billion in value. The marketing team responsible for the campaign, including VP of Marketing Alissa Gordon Heinerscheid, remains in position, and Anheuser-Busch has stood behind the promotion.
All hell broke loose when Bud Light delivered a few drinks to Dylan Mulvaney, an influencer, at the beginning of April. Mulvaney responded by posting a video of herself drinking the beers while costumed as Holly Golightly from Breakfast at Tiffany's, celebrating March Madness and her first year of "womanhood." Her picture was on one of the cans. It was a promotion for a sweepstakes contest in which participants could win $15,000 from Bud Light by bringing in videos of themselves carrying a lot of beers as part of a paid sponsorship contract.
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Currently, Bud Light is in the center of the anti-trans tempest. Kid Rock, Travis Tritt, and John Rich are among the public figures who have publicly denounced the brand.
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Conservative commentator, Ben Shapiro criticized the collaboration, claiming that it promotes the idea of gender fluidity and mandates the consumption of products that reflect this belief. He also expressed his dislike for Bud Light, calling it "piss water masquerading as beer" and jokingly referring to it as "trans beer."
’90s rocker Kid Rock posted a video of himself shooting a few cases of Bud Light, which he presumably paid for. “F*** Bud Light, and f*** Anheuser-Busch,” he said, “have a terrific day.”
Tritt declared that he is excluding the company from his tour. The most popular beer in the nation is being called for a boycott by many on the right. Some have suggested that the campaign has resulted in depleted sales over Easter Weekend. Anheuser-Busch's share price has also decreased to $64.96, wiping $3 billion from the company's value.
In full disclosure, I was on a tour sponsored by Budweiser in the 90’s. That was when Anheuser-Busch was American owned. A great American company that later sold out to the Europeans and became unrecognizable to the American consumer. Such a shame.
— Travis Tritt (@Travistritt) April 6, 2023
Anheuser-Busch's defense
In a statement, as reported by the Daily Mail, the company has attempted to calm conservative consumers. "Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points," the company stated.
Heinerscheid stated that she wanted to spearhead a female, inclusive revolution at the company when she was hired to revamp Bud Light's image last year. She claimed that her goal was to make Bud Light more inclusive and that her mandate was to draw youthful drinkers to the brand.
"What does evolve and elevate mean? It means inclusivity. It means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different. And appeals to women and to men."