A marketer has slammed Bud Light for her controversial decision to use a transgender influencer for her latest campaign – sparking so much fury that Kid Rock has ended several cases with an automatic weapon.
The pro-Trump singer, who wears a MAGA hat, said he wanted to send a “clear and concise” message after finding out that trans content creator Dylan Mulvaney was working with the beer company.
Mulvaney, 26, announced the partnership in a series of videos posted to social media over the weekend to mark the NCAA March Madness tournament.
She was even gifted a beer can with her face printed on it to celebrate her 365 days as a woman – which upset the singer.
But a PR expert has now told that the decision by Bud Light and its parent company Anheuser-Busch to link up with Mulvaney was a mistake.
Gareth Boyd, marketing and PR director at Forte Analytica, told that Bud Light and its parent company Anheuser-Busch’s decision to associate with Mulvaney was a mistake
Gareth Boyd, marketing and PR director at Forte Analytica, says that while he can understand where the decision came from, “it’s not the right way to go.”
Speaking to , he said: “I really can’t understand their approach to this because their core audience just can’t relate to it.
“There’s no point in cutting your core audience in the hopes that you can attract a whole new audience that wasn’t known before.
“Most US families are exposed to the beer drunk by their father or other family members, but it has never been seen as the cold beer.
“In terms of what they did with the Superbowl this year, it was good, but now they’ve come out with something really good and lit it.
“Kid Rock is Bud Light’s flagship brand, and when someone like him comes out and shoots cans, it says a lot about the reaction of his regular customers.
“People pouring beer down their sink says a lot about how little contact they had with this campaign.
“If we had worked with them, we would never have recommended that.
Dylan Mulvaney, a transgender social media influencer, has been chosen as Bud Light’s brand ambassador – a decision that has now been slammed
The singer said “Grandpa is feeling a little bit playful today” after finding out that trans content creator Dylan Mulvaney was working with the beer company
To celebrate Mulvaney’s first year as an open transgender, Bud Light sent a tin with her face printed on it
“While I can understand why they thought it would be a good idea to do something explosive, it drew a massive backlash.”
Thousands of people commented on Kid Rock, 52, posting the footage online and saying: “F*** Bud Light and f*** Anheuser-Busch. Have a great day.”
It sparked further backlash from fans, who are already lashing out at the decision to make Mulvaney the face of the brand.
Several former customers filmed themselves dumping the beer – down the sink and down the toilet – while others dumped the product from their fridge into bins.
But the company, with more than 10million followers, has stood behind the TikTok star who has been accused of childish dressing, with Anheuser-Bush saying the cans were a personal gift to her.
They added that she is one of hundreds of influencers the company works with.
In a statement, the spokesperson said: “From time to time we produce unique commemorative tins for fans and influencers of the brand like Dylan Mulvaney.
Several former customers filmed themselves dumping the beer – down the sink and down the toilet – while others dumped the product from their fridge into bins
The company has been hit with a spate of complaints, with many customers filming themselves dumping the liquid
“This commemorative tin was a gift to celebrate a personal milestone and is not available to the general public.”
The decision to work with Mulvaney, who posted a promotional video for the beer company’s March Madness contest, giving customers a chance to win $15,000, has sparked a major backlash.
Boyd added: “Their core market is middle-aged men, 50 plus, and it’s kind of surprising that they went down that route.
“Bud used to be the king of beers, but they have to do something to attract a new audience to more interest.
“This campaign is a massive question mark if it’s going to appeal to this type of Gen Z and middle street liberals.
“It was trending in all Republican states, which I think says a lot about the reaction to it.
“We personally would have said not to do it at all because it doesn’t matter how you shoot it – the core market they have wouldn’t appeal to that.
The decision to work with Mulvaney, who posted a promotional video for the beer company’s March Madness contest, giving customers a chance to win $15,000, has sparked a major backlash
“Yes we live in the 21st century but the fact of the matter is this business has a certain audience and they definitely opened their fishing net too wide and it hit them in the face.”
He said he felt the company had to “rotate” the publicity in some way because “the longer they don’t respond, the worse things get.”
The head of marketing added, “It’s already gone so far that it’s trending on TikTok, and that’s worrying.”
Conservatives were quick to slam the decision, and many said the beermaker was promoting “gender propaganda.”
One said: “Anyone else confused as to why Bud Light put a man pretending to be a woman on a can?!?!?!? They forgot who their target audience is!! Go woke up, go broke.’
Former Acting Director of the US Secret Service Richard Grenell said: “I am the first openly gay member of the US President’s Cabinet, BudLight!
It’s unclear whether Heinerscheid (left) is behind the decision to use Mulvaney as the new face of the brand, or whether it was influenced by Marcel Marcondes (right), the global chief marketing officer of AB InBev – Bud Light’s parent company
“Where’s my souvenir box? Why are you only making cans for the Democrats?! Play fair or just sell beers to the Democrats…..
Lis Wheeler added, “Hey BudLight, how about you send a beer to that woman who has given birth to 5 kids, homeschools, runs a business, doesn’t sleep much or has time to do makeup that often and wear heels as she would like?
“This is a REAL woman. Not the man with eyeshadow and plastic surgery pretending to be a woman.
There was much praise for Mulvaney, and supporters in the transgender community said the partnership between the two promotes diversity and inclusivity.
“Okay, I kinda love that Bud Light is going in this direction,” wrote one user.
“I really love her so much!! She gets us!’ added another.
“I never knew I had to see Audrey Hepburn drink Bud Light. But who would have thought it could be better,” said one more.
‘Let dolls be dolls please.’ Dylan Mulvaney’s male-to-girl transition series on TikTok has always been unusual, but it’s gotten weirder in recent posts
There was much praise for Mulvaney, and supporters in the transgender community said the partnership between the two promotes diversity and inclusivity
Mulvaney was even gifted a beer can with her face printed on it to celebrate her 365 days as a woman – something that angered the singer
“If this isn’t an April Fool’s joke then I’m SERIOUSLY excited you got your face on a can of…well EVERYTHING!” wrote another supporter on Instagram.
It comes after the company’s vice president of marketing boasted about making it a “strategic priority” to ensure women are represented.
Alissa Heinerscheid told Forbes, “Female representation is a personal passion of mine,” before adding that they’re aware that Bud Light as a brand has been everything to everyone, and so we haven’t (mindfully) looked into it, where it was shows up.’
The company used Miles Teller’s wife, Keleigh, and the actor himself to promote the beer, in what they called a “new era” for Bud Light.
Heinerscheid added, “When we looked at this task of attracting new drinkers, we started with who we are and what we stand for.
Conservatives were quick to slam the decision, with many saying the beermaker was engaged in “gender propaganda”.
Mulvaney made the announcement himself on Instagram during the beer company’s promotional event for the NCAA March Madness tournament
“We’ve been quite patchy in our messages over the years and we need to identify who we are and communicate that consistently for years to come. We are excited to see what 2023 will bring.”
It’s unclear whether Heinerscheid himself was behind the decision to use Mulvaney as the brand’s new face, or whether it was influenced by Marcel Marcondes, the global chief marketing officer of AB InBev – Bud Light’s parent company.
The partnership with Bud Light is the second Mulvaney has signed up for in a week, and announced that she is working with women’s designer fashion company Kate Spade.
Every time Mulvaney endorses a cosmetics, credit card, or fashion brand, she makes $75,000 — and maybe double that if she’s also posted to Instagram, said Assil Dayri, social media expert and founder of AMD Consulting group.
That adds up to up to $1 million a year for Mulvaney, who is represented by Los Angeles-based Creative Artists Agency (CAA), according to industry insider estimates.
According to the campus newspaper, the University of Pittsburgh reportedly paid $26,250 for a speaking engagement from Mulvaney this month.
In a bizarre post on TikTok, Dylan explains how she carried around an assortment of feminine hygiene products despite not being able to menstruate
Mulvaney received a letter from Vice President Kamala Harris’ office in which she announced her “365. Day of Authentic Life”.
She also makes money by selling pink sweaters for $54 each in her girl-themed merchandise lineup.
In the past, Mulvaney has been accused of “woman-face” by some feminists, who claim she plays the roles of a woman she likes without the misogyny that women face on a daily basis.
She rose to prominence on TikTok for her series Days of Girlhood, which has 10.8 million followers, in which she speaks about things she believes are “accessible” as a trans woman.
These include finding love, being an artist, starting a family and being a mother.
She’s made hundreds of thousands of dollars, gained allies in the White House, and is making her way into the world of Hollywood celebrity.
Mulvaney’s rise among social media influencers was evident last month when Vice President Kamala Harris wrote her an anniversary letter to mark her “365th birthday”. day of their authentic life”.
She had already met the boss, President Joe Biden, in the White House in October.
Recently, how her personal relationships have fallen apart, the trans poster girl revealed that she’s struggling to get a date — and still needs to be kissed “as a girl.”
Mulvaney has made allies in the White House and Hollywood, but she’s struggled to make a name for herself in the trans community and is often described as more of a drag queen, mime performer, or crook.