Bud Light screwed the nonbinary pouch recently by using a grown-ass man, who pretends to be a little girl, to promote their monkey piss beer. As it turns out, a company executive says the entire disastrous campaign was about including women. To recap: Bud Light used a guy who mocks women in hopes of attracting women drinkers, which is as dumb as it sounds.
Bud Light “partnered” with trans influencer Dylan Mulvaney, to promote its brand, but managed to piss off the few normal people who still drink that swill. Alissa Heinerscheid, a Bud Light marketing executive, went on the Make Yourself at Home podcast, in an attempt to explain this promotional faux pas, as reported by Fox News:
After the host asked Heinerscheid about how her background, perspective, and values impacted the Bud Light brand, the Bud Light vice president said, “I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light.’”
She added further that she had a “super clear” mandate that “to evolve and elevate this incredibly iconic brand.” She said that what she “brought” to the brand was a “belief” that to evolve and elevate means to incorporate “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.”
Mulvaney is neither a man nor a woman, but he/she/it is incredibly polarizing and completely insulting to women. Mulvaney isn’t a run-of-the-mill transgender, but rather a caricature of a dumb little girl, who mocks what it means to be an actual woman. That’s not including women, it’s alienating them. Men too, because no self-respecting dude wants to have anything to do with a beer that’s promoted by a trans weirdo with a pedo-vibe.
Heinerscheid then said that “representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
So Heinerscheid sees herself in a freaky trans kook, prancing around like 10-year-old girl on meth? That sounds like something she should take up with her therapist, and not the basis for a major marketing campaign.
“We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out of touch humor, and it was really important that we had another approach,” Heinerscheid finished.
I would imagine that frat boys were about the last segment of the population that still drinks Bud Light, and now the company is disparaging them in hopes of attracting that ever-important trans demographic. That only makes sense to someone who is actually trying to destroy the brand.
Heinerscheid says she’s trying to bring in young people, but clearly the trans offensive was a failure. The thing about the younger generation is that they are stupid, so the best plan of action is to exploit that stupidity. Try introducing Bud Light as a TikTok challenge, by getting people to drink it through their nose or up their butt. Suddenly, dumb kids everywhere would be drinking it.
