Bud Light's partnership with trans influencer Dylan Mulvaney, angered some customers and hurt sales — while the brand’s lack of support for the influencer infuriated the very people it was trying to reach.
“Whether the issue is trans people or anything else, the majority of consumers are pretty vocal about the fact they don’t want brands lecturing them or stuffing politics or social issues down their throat,” said John Frigo, the head of digital marketing for Best Price Nutrition. “If you sell beer, just make beer and leave it at that.”But others — including Heinerscheid herself — say reaching out to younger and more diverse consumers is crucial.
“They’re walking an extremely fine line. They want to appeal to everyone, but that includes people who don’t like each other,” Schwartz said of Bud Light. “They can have employees who say, ‘I love Bud Light. I have worked here for 20 years, there are inclusive programs and I came here because I wanted a company that would embrace me,’” he said. “Who couldn’t see and hear that person and say, ‘What a great company'?"
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