Amid the recent controversy surrounding Dylan Mulvaney, Bud Light's vice president, Alissa Gordon Heinerscheid, highlighted the necessity of transitioning the brand's image from an "out of touch" frat boy perception to one of inclusivity.
During a recent podcast, Heinerscheid voiced her disapproval of Bud Light's previous marketing campaigns, which she believes has led to the brand's decline for an extended period.
As the most popular beer brand in the United States, according to a 2019 report, Heinerscheid emphasized the importance of attracting young drinkers to sustain the future of Bud Light. Heinerscheid emphasized the need to "evolve and elevate" the brand to achieve this goal. This concept entails adopting an inclusive approach to shift the tone and appeal to both genders, with representation at the heart of the revolution.
According to Heinerscheid, "Youve got to see people who reflect you in the work." Bud Light's vice president of marketing expressed disgust with the previous marketing campaigns that relied on fratty and out-of-touch humor. It was crucial to adopt a different approach, she stressed.
In February, Forbes featured Heinerscheid in a profile that revealed her strong focus on female representation. A New Yorker article from 2021 titled "The Rise of the COVID Midlife Crisis" also prominently mentioned her.
However, Bud Light has remained silent on its social media platforms following the backlash over its promotional partnership with Mulvaney, a transgender influencer. Bud Light sent Mulvaney a beer can with her face on it to celebrate her "365 Days of Girlhood," which sparked several high-profile boycotts of the beer brand.
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