Poll Finds 49% Of Americans Say Dylan Mulvaney “More Relevant” After Bud Light Nightmare

Poll Finds 49% Of Americans Say Dylan Mulvaney “More Relevant” After Bud Light Nightmare

It’s the marketing calamity we’ll still be talking about in 10 years’ time, but it appears there’s finally some good to have come from Dylan Mulvaney’s disastrous collab with Bud Light that has since seen the brewer lose $US22 billion in market cap.

A new poll by the US edition of The Daily Mail has revealed the ongoing brouhaha has done little harm to Mulvaney’s reputation and, arguably, rights for trans people.

When asked the question, “Has Dylan Mulvaney become more or less relevant following the Bud Light controversy?” some 49 per cent of respondents to the poll said more relevant. A further 24 per cent said less relevant, an equal number said there had been no change in their perceptions, while three per cent opted for “not sure”.

And, in what will arguably come as a shock to no one, 78 per cent of left-leaning Democrat voters said they had a more favourable view of Mulvaney, while 74 per cent of conservative Republican voters (arguably Bud Light’s drinking base) said they had a less favourable view.

And the controversy has been good for Mulvaney’s social media. The influencer now boasts 10.7 million followers on TikTok and another 1.8 million on Instagram according to The Daily Mail.

And she’s translating that audience into BIG bucks. Mulvaney charges $US50,000 ($A75K) a post to promote anything from cosmetic brands to sanitary napkins, helping her net more than $US1 million ($A1.5 million) annually.

In further Bud Light disaster news it would appear the brand’s parent company Anheuser-Busch and its CEO Brendan Whitworth is finally taking responsibility for the marketing disaster that has seen sales plummet by as much as 30 per cent and Bud Light lose its position as America’s number one selling beer.

When the fracas first broke in early April, Anheuser-Busch’s C-suite dismissed the Mulvaney collab as the work of junior marketers and a third party agency that had since been sacked.

Soon realising the gravity of the situation, Whitworth became the media face of its PR drive while he promptly stood down senior CMOs in the business.

With not only Bud Light sales plummeting but other Anheuser-Busch brews impacted, Whitworth has now called on boycotting customers to consider the livelihoods of the 65,000 people whose economic well-being is intricately tied to Anheuser-Busch InBev’s success.

Last week B&T reported on news of upwards of 700 people losing their jobs at Bud Light bottling plants in North Carolina and Louisiana as the customer boycott took a serious bite into sales.

Whitworth called on people not to punish the workforce but rather to attribute blame to him. He made it clear that he acknowledges the repercussions of the promotion and urged consumers to continue supporting Bud Light.

“It’s the impact honestly on the employees that weighs the most on me,” Whitworth said.

Meanwhile a former Anheuser-Busch executive has described Bud Light’s collab with Mulvaney as “a mistake”.

Anson Frericks, the former president of operations, told The Claman Countdown he was “shocked” by how much money the company has lost.

“I think I’m even more shocked, though, about the lack of clear response that the current CEO has delivered during this crisis,” Frericks said.

He added that Whitworth needed to take full responsibly and should have said, “Of course, this [partnership] was a mistake.”

Frericks added: “We wouldn’t do this again ’cause we’ve lost billions of dollars of market cap. Our brands are down almost 30 per cent, and all of a sudden, we’re putting a lot of our suppliers at risk, and they’re laying off hundreds of people from jobs at some of their suppliers. There’s going to be more employees at risk if we don’t find a CEO who can somehow address the situation, get those customers back that were always loyal to Bud Light and move this company forward.

“[Bud Light] was the largest brand in the US because it was remarkably apolitical. It was always about sports, it was always about music, it was about bringing people together. That’s why it was a mistake that they did this campaign in the first place because they were unable to come out.

“This campaign was a mistake. Anheuser-Busch will not be doing campaigns like this moving forward. We’ll get back to the things that bring everybody together. Hopefully that can protect the jobs at Anheuser-Busch, jobs at wholesalers and get this company back growing in the right direction,” Frericks added.

 

 

 

 

 




Please login with linkedin to comment

Anheuser-Busch Bud Light Dylan Mulvaney

Latest News

The Works Distills “Question Everything” For Archie Rose Distilling Co.
  • Campaigns

The Works Distills “Question Everything” For Archie Rose Distilling Co.

The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC
  • Marketing

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC

Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]

How AI Is Empowering Small Businesses With Creative Collaboration
  • Opinion

How AI Is Empowering Small Businesses With Creative Collaboration

Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]

Opinion

by B&T Magazine

B&T Magazine
Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M
  • Media

Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M

Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network
  • Media

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network

The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]

AFFINITY Launches Worley Rebrand As A Force In Sustainability
  • Marketing

AFFINITY Launches Worley Rebrand As A Force In Sustainability

Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]

R.M Williams Unveils “The Mark Of An Icon” Installation To Celebrate Opening Of New George St Store
  • Advertising

R.M Williams Unveils “The Mark Of An Icon” Installation To Celebrate Opening Of New George St Store

Highlighting its craft and a world-class shopping experience, Australia’s favourite heritage brand R.M.Williams has announced a consumer competition to celebrate the opening of its new national flagship store at 345 George St. Sydney. Launching on 1 December in line with the new store opening, ‘If The Boot Fits’ invites brand lovers and new customers alike […]