The Bud Light VP Behind The Dylan Mulvaney Ad Campaign Said She Wants To Replace "Out Of Touch, Fratty Branding" With Inclusivity
Source - Bud Light's vice president said she wanted to update its 'fratty' branding with 'inclusivity' days before Dylan Mulvaney's partnership was unveiled.
Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in decline for a really long time' - despite it being America's number one brew with a market share of more than 13 percent.
The Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.'
This story has been floating around for a few weeks and to be honest, I was going to ignore it. I thought the juice wasn't worth the squeeze. Not until I read this article and it dawned on me...Alissa Heinerscheid, the VP behind Bud Light's mega-viral Dylan Mulvaney campaign, may be the greatest marketing mind of all time. I'm not saying she did it intentionally, but she did somehow manage to get the entire internet talking about a brand whose marketing strategy for the past thirty years has been "you know us, so drink us." And you know what? It's worked. When you think "light beer" you automatically think Bud Light.
Having said that,,,I don't know if THIS is the move if Bud Light wants to bring in young drinkers...
Call me crazy but it seems like the "fratty" branding (word of mouth, availability, and price) Bud Light has used for the past three decades has done wonders for their reputation....and their sales. They own a whopping 13% of the market share and 100% of my brain every time I walk into a liquor store. Bud light is old reliable. You know exactly what you're going to get when you get them and it's going to take more than an F-list celebrity being on a few personalized cans to get me to stop drinking them. Which is why the outrage is so hilarious. Like people are actually mad about this. People are actually boycotting the brand. These are the same people who claim they stopped watching the NFL when players took a knee. They're idiots.
My only question is how this campaign ever saw the light of day given how many checks and balances a company like Anheuser Busch must have in place. According the Alissa's LinkedIn, the Harvard educated VP says she's the 'first female to lead the largest beer brand in the industry.' And to that I say, sometimes the most educated person in the room is actually the dumbest.
Here's an explanation of the campaign in her own words...
TL/DW she wants to attract young drinkers. The problem is she's going about it the wrong way. Get a TikToker on board if you wanna make Bud Light cool. Dylan Mulvaney ain't it, and that has nothing to do with the fact that they're trans and everything to do with the fact that no one knows (or cares) who they are. End rant. Have a lovely day.
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