'Bud Light thought that a man playing the caricature of a woman would appeal to its own caricature of young people, who would see a transgender TikTok user drinking their beer and then decide to become dedicated Bud Light customers.' -ZacharyFaria
Anheuser-Busch distributors were “spooked” by the effects of the advertising campaign, and it “appears likely Bud Light took a volume hit in some markets over the holiday weekend,” according to Beer Business Daily. Numbers from local bars showed sales of Bud Light and other Anheuser-Busch products dropping by anywhere from 30% to 80%. And when this downturn is all over, assuming it does end, those sales will be gone forever.
This is not a surprise. The problem is not just that Mulvaney is only famous for being a man pretending to be a woman but that Mulvaney is a man acting like a stupid, ridiculous caricature of a woman. As my colleague Tiana Lowe noted, it is not necessarily that Bud Light drinkers dislike transgender people but that Mulvaney mocks women with his “puerile performance of a hyperactive, ignorant, and ridiculous preteen girl” and “is genuinely one-of-a-kind obnoxious.
As a result, she decided, “It means inclusivity. It means shifting the tone. It means having a campaign that's truly inclusive and feels lighter and brighter and different and appeals to women and to men.” Heinerscheid added, “You've got to see people who reflect you in the work.”
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