Mr. DeSantis said he would drink Guinness instead. ; Alyssa Heinerscheid, a relatively new VP of marketing for Bud Light, said enthusiastically as she laid out her vision for the future of America's most popular beer.
Speaking at " Feel at home" In a late-March podcast, the Harvard-educated CMO said, “Looks like we need to develop and elevate this incredibly iconic brand.” What does it mean to evolve and rise? This means inclusiveness. It means a change of tone.
"We had this hangover, I mean Bud Light was a bit of an irritable, out of touch humor and it was very important that we had another hangover. approach."
If anyone had any doubts, she went on to say that Bud Light was a «brand in decline».
That was her job as a «business woman». to attract "young drinkers" or there would be no «future» for Bud Light.
A few days later, a sponsored post appeared on the Instagram feed of 26-year-old Dylan Mulvaney, a transgender social media influencer. went into detail about her transition in a video series titled Girlhood Days. which became a viral hit.
Mulvaney has 10 million followers on TikTok and 1.8 million on Instagram. Her profile became so popular that last year she was invited to the White House to discuss transgender issues with Joe Biden.
On April 1, her Instagram feed showed Mulvaney drinking from special cans of Bud Light with own face. featured on them.
Dylan Mulvaney promotes Bud Light. Photo: Instagram/Dylan Mulvaney
She promoted the Bud Light competition for the March Madness, the annual US college basketball tournament that has an ardent following.
Mulvaney wrote: “Happy March Madness!! Just found out it's sports related and not just because it's a crazy month! In honor of this sporting event, @budlight is giving you a chance to win $15,000!"
She tagged "#budlightpartner" and that "Bud Light sent me perhaps the best present ever, a jar with my face on it"
A separate video that has been viewed over six million times showed her in a bathtub with trays of Bud Light jars dancing to music during a phone call.
The reaction was swift, uncompromising, and in one case a machine gun, as country music stars and Republican presidential candidates banded together to critique beer.
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For Anheuser-Busch, the Missouri brewing giant that owns Bud Light, it was a public act. relationship disaster.
A can of Bud Light with Mulvaney's face. Photo: Instagram/Dylan Mulvaney
Musician Kid Rock, ex-husband Pamela Anderson shot boxes of Bud Light with an AR-15 rifle and posted a video on the Internet.
Turning to the camera, he said: " F—Bud Light. And fuck Anheuser-Busch. Have a nice day!"
A video of a US Air Force veteran pouring a can of Bud Light beer down the sink and calling for a boycott has been viewed more than a million times. Within days, Anheuser-Busch's value was worth $5 billion.
As the company struggled to contain the damage, unnamed sources told the media that senior management was unaware of the campaign before it began. .
It remains unclear whether this was sanctioned by Ms. Heinerscheid or at a lower level. In the end, Anheuser-Busch CEO Brendan Whitworth had to try to stem the tide.
Whitworth, 46, a former US Marine and CIA officer, served in Iraq, where he worked with intelligence sources and worked to eliminate terrorist threats.
He subsequently qualified for the Ironman World Championship, graduated from Harvard, joined Pepsi and then Anheuser-Busch.
He once said that as a Marine, he figured out how to «trade with someone from Philadelphia or someone from San Antonio» .
As his company came under publicity fire, Mr. Whitworth launched a rescue operation with a public appeal.
In an open letter, he wrote that Anheuser-Busch was «founded in the heart of America over 165 years ago» . and was "part of the fabric of this country" for «the military, rescuers, sports fans and hard-working Americans.»
He continued, “We never intended to engage in a discussion that divides people. We're in the business of bringing people together for beer. I will continue to work tirelessly to bring great beer to consumers across the country"
However, the apology did not immediately win over recalcitrant customers, and one critic called it «more flattering than yesterday's Bud Light.»< /p>
Then a TV commercial was soon released. featuring the Clydesdale horse that has been associated with the brand for decades.
The horse gallops across America and the West as people raise the US flag with their hand over their heart.
"This story is more than just beer" said the narrator. "This is the story of the American spirit"
It was enough for some influential figures not to boycott Bud Light. Donald Trump Jr. said, «I'm not in favor of destroying an American iconic company for something like this.» The company itself does not engage in the same leftist bullshit that other large conglomerates do."
However, Mr. Trump Jr. added: "If they do it again, it's up to them ! Then to hell with them.»
Some Republicans also pointed out that Anheuser-Busch donated a significant $1 million to Republican candidates in last year's midterm elections.
However, Ron DeSantis, Republican governor Florida, still notes that Bud Light has lost its habit.
He said: "Why would you drink Bud Light? This is part of a larger cause that corporate America is trying to change our country.
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Mr. DeSantis said he would drink a stout instead, namely Guinness.
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