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(Chief Marketing Officer Marcel Marcondes: Courtesy Anheuser-Busch InBev)
Bud Light sales have plummeted in the wake of its partnership with a Trans Tik Tok influencer. And one AB InBev Exec sees the controversy as a “wake-up call.”
Here’s the deal…
These are polarizing times and Bud Light is continuing to face a backlash following its partnership with Dylan Mulvaney, a transgender influencer whose image was put on a Bud Light beer can to celebrate “365 Days of Girlhood.”
The initial Dylan Mulvaney announcement took place on April 1 (ironically April Fool’s Day) and in spite of Anheuser-Busch’s desperate efforts to put the matter to bed the brand has been experiencing serious sales declines ever since then.
On June 18th beer Anheuser-Busch InBev’s global Chief Marketing Officer Marcel Marcondes appeared at the Cannes Lions International Festival where the company was ironically receiving an award for 2022 “Creative Marketer of the Year.”
(Dylan Mulvaney/Instagram)
And Marcondes took the opportunity to address the costly Trans controversy that has erupted in the US after Mulvaney promoted Bud Light on social media, a controversy that refuses to go away.
“It’s tough to see the controversial and divisive debates that have been happening in the U.S. in the last couple of weeks involving lots of brands and companies, including and especially Bud Light,” Marcondes said, according to AdWeek. “It’s tough exactly because what we do is all about bringing people together.”
“In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers first of all to be very humble, Marcondes said to a packed audience of festival attendees…
“That’s what we’re doing, being very humble, and really reminding ourselves of what we should do best every day, which is to really understand our consumers. Which is to really celebrate and appreciate every consumer that loves our brands—but in a way that can make them be together, not apart.”
“”That’s what Bud Light stands for,” Marcondes added. “Bud Light is coming back.”
Bud Light has lost its status as the top-selling beer in the wake of its short-lived alliance with the Trans activist. Anheuser-Busch has lost $27 billion in stock value since March.
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