What was it that precipitated the long-lived boycott of Anheuser-Busch’s Bud Light? Was it really the brand’s decision to collaborate with self-described trans influencer Dylan Mulvaney that produced an organic movement dedicated to ditching the product in favor of its many superior competitors? Or was it the idea that resulted in that collaboration in the first place, the notion articulated by Bud Light’s former vice president of marketing Alissa Heinerscheid, who said it was her job to replace the brand’s existing “out of touch” and “fratty” appeal with something new? More likely, Bud Light’s customers ditched the beer because the firm’s marketing campaign communicated in no uncertain terms that they were no longer wanted. Message received.
Ms. Heinersscheid is a stupid woman who thought herself very smart. She lived in a bubble. A bubble where sex organ mutilation is considered “hip” and “with it.” Frankly it was a pleasure to see her crash and burn.
