Dylan Mulvaney in the Bud Light commercial is ordinary Americans.
But his recent decision to partner with transgender TikTok character Dylan Mulvaney to attract young drinkers has infuriated some of his most dedicated and more conservative clients.
Everyone has criticized him for being deaf. from Tucker Carlson to Kid Rock.
According to the latest sales data, Middle America is fighting back with a vengeance.
According to the trade publication Beer Business Daily, distributors of Anheuser-Busch, the country's largest beer producer, in which includes Budweiser, Michelob and Bud Light, were «spooked» by a fall in sales over the Easter weekend.
Drops in sales were recorded in the Midwest and South America, especially in rural areas.
Mulvaney, a 26-year-old powerhouse who describes herself as one of «America's most privileged trans women,» posted images of personalized cans of Bud Light with her face to mark «365 Days of Girlhood».
She also posted a video of her drinking Bud Light in the bath.
Brand revamp
Days before the Mulvaney partnership was revealed, Alyssa Heinerscheid, VP of marketing for Bud Light, said she wanted to modernize Bud. A light from «a brand of cheeky, out-of-touch humor».
In the eyes of Anheuser-Busch marketing executives, Bud Light has become a brand in decline.
Ms. Heinerscheid told the Make Yourself at Home podcast that she needed «a campaign that's really inclusive «.
In response, musician Kid Rock filmed him bringing the vending machine to several cases of beer and yelling, “F—— Bud Light. And to hell with Anheuser-Busch.”
Tucker Carlson, one of America's conservative broadcasters, said, «Bud Light is failing because of this. I don't want to root for bankruptcy, but in this case, I think we should hope so.”
Country music star Travis Tritt has announced that he is boycotting Bud Light and all other Anheuser-Buschs. drinks on his tour.
'Distributors ring the bell'
«This is probably the biggest controversy we've seen in a long time,» Harry Schumacher, publisher of Beer Business, told Fox News Daily.
«It may be a storm in the teapot, it may be temporary, but it's enough that the distributors have rung the bell.»
The trade publication said it spoke to distributors across the country, but noted that its data was limited , and the Easter weekend could also influence consumer behavior.
However, it turned out that «Bud Light has become a bestseller…especially in rural areas, where the markets are with a larger share of shares,» according to Beer Business Daily.
Mulvaney cited the backlash in a recent report on a TikTok video of her performing the song, with the caption «It's hard to see the light right now.»
«Thank you all for making me feel supported. I'm not alone,» she wrote on TikTok.
Sports Bra Storm
This is not the first time Mulvaney has been at the center of a PR storm.
She faced protests earlier this month after she was paid to promote one of Nike's sports bras.
Critics, including former British Olympian Sharron Davis, questioned why a breastless influential woman was asked to model a tracksuit. bra.
Mulvaney also drew outrage from Caitlyn Jenner after she advocated that «women with bulges» be considered normal in shorts.
Jenner, who underwent sex reassignment surgery in 2017, said: «There's a difference between acceptance and tolerance and having your genitals exposed in a public place and in a public place normally.»
«I don't support that in everything, not in the least.”
Talks about her journey online
Mulvaney, who comes from a wealthy and well-connected family in San Diego, gained a large following online when she began talking about her transition journey from man to woman. .
She reportedly employs a powerful Hollywood team to promote her brand and is estimated to have earned over a million dollars supporting her brand.
Her grandfather, James Mulvaney Sr., was president of the San Diego Padres baseball team, and her father, James Jr., is a philanthropist who cooks and distributes free cookies in his spare time.
She met Joe Biden last year. at the White House and informed the president that she was on the 221st day of transition, to which Biden replied: «God loves you.» hundreds of our brand influencers,» and Mulvaney's personalized cans were not intended for general sale.
Свежие комментарии