Bud Light has recently come under fire for its most recent brand deal with transgender activist Dylan Mulvaney; however, when you see who the Vice President of Marketing who is responsible for the change in Bud Light’s campaigning, it all makes sense.
Alissa Heinerscheid took over the position of leading Bud Light in 2022, where she sought to make it more inclusive, claiming the brand was in “decline” and needed to expand its customer base to a more diverse segment. See the video below of Heinerscheid discussing Bud Light’s new brand strategy.
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
She discussed her company’s strategy stating, “I’m a businesswoman. I had a really clear job to do when I took over Bud Light and it was, this brand is in decline. It’s been in decline for a really long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate, like we need to evolve and elevate this incredibly iconic brand and my what I brought to that was a belief in okay, what is what are we 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 and representation is it sort of the heart of evolution, you got to see people who reflect you in the work and we have a 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.”
Lowder With Crowder commented on the new marketing strategy:
I’m no marketing expert. But if I were to guess, it’s probably not the best idea to hate the brand and clientele of the product you are marketing. Bud Light VP of Marketing Alissa Heinersceid, who boasts about shattering the glass ceiling as the first woman to lead Bud Light in the brand’s 40-year history, sounds like someone who hates Bud Light almost as much as she hates the people who drink Bud Light. Dylan Mulvaney, as the water that identifies as beer’s new spokestrans, starts to make more sense.
The consequences of ignoring your audience to virtue signal to wokeness are already being felt at Bud Light. Anheuser Busch’s stock price has fallen after the controversy and sales are reportedly dropping in conservative-leaning areas. Anheuser Busch stock fell 3 percent on Monday following continual backlash. The Daily Mail reported on Bud Light’s falling sales:
Bud Light sales have plunged and its distributors in the Midwest, the South, and rural areas are ‘spooked’ by backlash after the company partnered with trans TikToker Dylan Mulvaney.
Distributors for Anheuser-Busch products, the company that owns Bud Light, have reported dwindling sales over the weekend, according to trade publication Beer Business Daily.
The brand deal with Dylan Mulvaney has led to boycotts against Bud Light and its products, invoking the adage “go woke, go broke”.
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