In explaining her mandate as Bud Light’s VP of marketing last month, Alissa Heinerscheid made sure to hit all of the requisite buzzwords. “If we do not attract young drinkers to come and drink this brand,” Heinerscheid warned, “there will be no future for Bud Light.” “What I brought to that” endeavor, she continued, “was a belief in, okay, what does ‘evolve and elevate’ mean? 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.” “Representation,” Heinerscheid concluded, “is sort of the heart of evolution.”
