The center of controversy that cost Bud Light producer Anheuser-Busch tens of millions of dollars has a new idea regarding how to promote the brand. Dylan Mulvaney was hired by Bud Light a year ago to extend its outreach but instead resulted in a significant backlash from consumers and an ongoing boycott.
Mulvaney was part of a recent conference entitled “When Beer Goes Viral: The Role of Brands & Media in Fighting Hate.”
The transgender influencer pitched a new idea for a potential Bud Light ad. The idea would be to have Mulvaney sitting at a bar when a cowboy enters. Both would drink beer.
“There’s room for all of us beer drinkers in this town,” said Mulvaney.
Dylan Mulvaney says she tried to 'fix' the Bud Light boycott by pitching ad where a cowboy and trans person share a beer https://t.co/gQrLMzwPEF via @nypost
— Bo Snerdley (@BoSnerdley) March 14, 2024
The influencer said that the brand has not reached out since the controversy surrounding the social media promotion campaign last April.
Mulvaney blamed the company for the backlash against the promotion saying that Bud Light was similar to a parent and “where the parent doesn’t put a stop to something, then the bullying can continue. These brands need to step up.”
The transgender activist is also in the news for recently releasing a song regarding “girlhood.”
Despite a number of efforts by Anheuser-Busch, Bud Light sales have not recovered. The brand lost its position as the most-consumed alcoholic beverage to Modelo Especial. Furthermore, a number of other Anheuser-Busch products such as Budweiser saw significant declines in purchases.
As Bud Light declined, its competitors gained.
The brand attempted several marketing efforts, including a new deal with the Ultimate Fighting Championship and hiring conservative-leaning comic Shane Gillis. Former President Donald Trump also asked consumers to consider forgiving Anheuser-Busch, calling it a great American company.
Overall sales of Bud Light declined by about 30% since the Mulvaney partnership. In addition, the boycott is estimated to have cost the company about $1.4 billion. The company also dismissed a number of executives following the failed promotion but has yet to recover its market share.
