This Bud’s for You

The Dylan Mulvaney stunt, Freddy Gray reminds readers in Spectator, might be remembered as one of the worst marketing missteps in history.

Highly Paid Image Makers

 … two months ago, Anheuser Busch, Bud’s parent company, did something stupid. Some marketing whizz decided it would be super-provocative to “partner” — as marketing drones like to say — with the trans influencer Dylan Mulvaney. Mulvaney promoted a can with his/her face on it to celebrate his/her first anniversary as a member of the opposite sex.

This went viral in all the wrong ways and tapped into a social force that is now far more potent than blue-collar irony: the blue-collar culture war.

A leaked text message confirmed that Group Vice President for Marketing Daniel Blake and Marketing Vice President Alissa Heinerscheid are “gone gone” from Anheuser-Busch. The two “gone missing” were responsible for the company’s disastrous partnership with “transgender” social media influencer Dylan Mulvaney.

It makes one wonder, did Ms. Heinerscheid even know her product or her customers? Did she like them?

Eric Lendrum reports in American Greatness that Daniel Balke and Alsissa Heinerscheid no longer work for the company, according to a leaked text.

“To my understanding if we publicly announced the word ‘fire’ it opens up the potential for them to sue us. That’s why we said leave of absence,” the source said in one such text message. “The wholesalers would have had an absolute HAY DAY with leadership if they didn’t remove her,” referencing Heinerscheid.

A War against Wit, Science, Biology

June has become “pride month,” which seems more like a holy war. Anheuser-Busch’s partnership with Mulvaney was announced ahead of June. Pride month takes, well, pride in celebrating homosexuals, transgenders, and others in the LGBTQ community.

As of this week, Anheuser Busch has not formally given a statement on whether Blake or Heinerscheid have been fired or are simply on leave, paid or unpaid.

Meeting Mulvaney, a Debacle

Listen up, sisters and wokesters: Publicity is not always a good thing.

As Mr. Gray reminds readers:

… in a cost-of-living crisis when rage-addicted Americans can instantly share their fury together, a major online blunder can cost millions, even billions.

Anheuser’s trick was to realize that working-class Americans weren’t allergic to the idea of a diet beer. On the contrary, American men love nothing more than boozing and watching sports for hours and hours, because it’s fun, so Bud Light turned out to be a perfect drink. You can guzzle it down all day, because it’s light, and you still get plastered, because it’s 4.2 percent alcohol. And the more “trashy” the brand became in the eyes of snobs, the more blue-collar men, or larping college kids, adored Bud Light as something authentic and unstuffy. It’s so fake it’s real. That made Bud Light easily America’s most popular beer.

But then it met Dylan Mulvaney.