PR Expert BASHES Bud Light Over Its Flip-Flopped Response To Failed Mulvaney Campaign: ‘They Never Expected The Reaction That They Got’

  |  
Apr 14, 2023

Vice President Alissa Heinerscheid has been under fire after Bud Light used trans influencer Dylan Mulvaney for one of the company’s latest marketing campaigns.

The campaign has prompted enormous backlash from consumers. Causing Bud Light’s parent company Anheuser-Busch InBev to lose more than $6 billion in market cap just six days after the partnership went viral.

Anheuser-Busch has released various contradicting statements since the public outrage began.  

First the company backed its decision to promote Mulvaney, then it backtracked. Blaming the whole debacle on “some low-level marketing staffer.” 

They have since dubbed the campaign a “mistake” that no senior level manager was aware of prior. Here was the initial statement following the controversy.

Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics

‘From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.

“’They never expected the reaction that they got,” said Gareth Boyd, a marketing and PR expert with Forte Analytica, speaking to Daily Mail. “’Right now, if they respond and they don’t get it right, they’re only going to further hurt themselves.”

“’I think they’re probably trying to avoid talking about it, hoping and praying that it will go away, but it’s probably the worst thing you could possibly do,” he added. 

Heinerscheid, who was appointed to her current role in July, is on the record saying she wants to make Bud Light marketing more “inclusive” and less “fratty”.” Snubbing the brand as one in “decline” for a “really long time.”

“We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach,” she said.

 

Heinerscheid also did an interview with the podcast Make Yourself At Home where she said “if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light.”

From The New York Post:

She added further that she had a “super clear” mandate that “to evolve and elevate this incredibly iconic brand.” She said that what she “brought” to the brand was a “belief” that to evolve and elevate means to incorporate “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.”

Bud Light has seemingly been unable to recover in the short term from this disastrous marketing campaign that has only ostracized its core base. In protest, this has prompted women to share their stories on social media to celebrate female accomplishments. Which is just one of many retaliation statements from the public over this controversial campaign.

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