At this point you’d think there was nothing more to say about the Bud Light imbroglio, but it keeps getting more ridiculous. The latest move from Budweiser’s crack marketing team seems to be this: Turns out our target market likes guns, so how about we shoot ourselves in the foot again?
To recap: Bud Light sends a few cans of their alcohol-infused fizzy grain-water to trans performer Dylan Mulvaney, who is a manic lacquered theater kid doing a shtick as Holly Bro-Lightly. Dylan does a video, swooning over the beer swag in the tub. The standard old-guard Bud Light demographic turns away from the brand en masse, much the way the Starbucks demographic would balk if Donald Trump were hired as the new face of over-roasted seven-dollar sugar-bomb coffee drinks. Video surfaces of a Bud Light exec suggesting that the brand’s customer base was a tad too fratty for their tastes and that they wanted to expand the market to people who’d bump up the inclusivity quotient. Then the pro-trans advocates became dismayed when Bud Light did not double down and curse the boycotters. Disaster all around.
Comments