They can’t just leave well enough alone. They have to make everything “inclusive” with bizarre, repulsive caricatures.
Lecturing people with in-your-face gender politics isn’t good advertising.
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.’
Heinerscheid, 39, gave her expertise just three days before a furious backlash was unleashed when transgender influencer Mulvaney released the Bud Light promotional on her Instagram page.
Now the company is reeling from its controversial marketing strategy and has not posted on its official Twitter account for more than a week – prompting speculation there has been an internal shakeup as a result of the botched advertising campaign.
……She criticized Bud Light’s former marketing strategy as dated and male-focused.
‘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,’ the Wharton graduate argued.
Asked by the host about what she was bringing to the table at Bud Light, Heinerscheid said: ‘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.’
Heinerscheid previously worked at Johnson and Johnson as a brand manager for Listerine mouthwash. Prior to this she was on the marketing team for Cheerios.
She was educated at the $60,000-per-year Groton School in Massachusetts before going on to Harvard where she studied English literature and then business school at Wharton where she took a master’s degree in marketing.
The decision to work with Mulvaney angered many loyal customers, including country singer Travis Tritt, who made the decision to remove all of the products from his tour bus and Kid Rock, who shot at several cases of Bud Light.
A liberal with degrees from fancy universities and this is the result.
Heinerscheid’s idea of attracting younger drinkers is using guys in dresses who actually think they’re women. Drinkers of any age should be disgusted. It’s guaranteed to drive consumers away.
A bizzaro tranny posing with your product doesn’t appeal to Bud Light drinkers. That’s not “marketing”. That’s woke crap masquerading as advertising.