Bud Light has a crisis on its hands.
The decision by the company to form a partnership with trans activist Dylan Mulvaney caused a significant backlash in conservative America. Now, Ad Age reports the following developments: Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser..
During an interview on the podcast titled Make Yourself at Home, Heinerscheid stated that Bud Light needed to pivot to attracting young drinkers to its beverage. During the same interview, Heinerscheid stated that the brand needed to get its fratty reputation. One of the ways that Heinerscheid believed would help accomplish that goal was to partner with trans activist Dylan Mulvaney.
The Post Millennial reports that the decision to partner with Mulvaney led to a boycott of Budweiser products. Kid Rock, John Rich, Travis Tritt, and other major stars have removed their previous endorsements of the brand and its consequences.
Ad Age goes on to report:
The brewer has also streamlined its marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities, a company spokesperson said in a statement, adding that these steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.
The statement went on to say:
"We communicated some next steps with our internal teams and wholesaler partners,"
and
We made it clear that the safety and welfare of our employees and our partners is our top priority.
This is something that has struck a chord with certain people. Some conservative stars and others feel alienated by a brand they have backed for decades.
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