Bud Lights partnership with trans activist Dylan Mulvaney propelled the brand, and the company Anheusar-Busch, into the spotlight.
While many supporting trans rights were in love with the ads, there were more that werent. A boycott ensued, and the video of Kid Rock shooting his beer is forever seared into our memories. However, the controversy is long from over.
Many say the brand, worth about $132 million, wont go out of business. However, the campaign will scar its reputation. According to one financial advisor, the campaign made little sense for the brand. According to Fox News, I simply dont understand why they hired the person doing the marketing. If youre a target customer is Kid Rock, and then suddenly you decide to go to RuPaul, that doesnt make any sense at all, Oxygen Financial CEO Ted Jenkin told Fox News Digital.
Mulvaney is a trans activist that became more well-known when she interviewed President Biden about LGBT issues in 2022. Then, she began working with Creative Artists Agency, which led to deals with businesses like Nike and Kate Spade. The beer company celebrated a year of girlhood with the trans activist by sending her cans of beer with her face on them, and another ad showed her in a pool drinking a beer.
First, people wondered if it was an April Fools joke, especially considering the target audience. However, people soon realized it wasnt, and a colossal backlash started. Per Fox News, In the days since, country music singer John Rich said he pulled cases of Bud Light from his Nashville bar, conservative rocker Kid Rock used several Bud Light cases for target practice in a viral video, Anheuser-Busch distributors in rural areas have expressed concern, and the beer juggernauts value has plummeted.
The stock only lost a few dollars per share, but thats an estimated $5 billion for the company. However, this is only a 3-4% loss for the company. It wont make the company tank, but its something they should learn from. Some say companies trying to reach new audiences must consider this. Others are quick to point out the marketing failure because its obvious the target audience for Bud Light will not support this campaign. However, the company does have other products for which this type of campaign would be great.
Login