A”What’s Going On Here?” Special: Bud Light’s Promotion of Dylan Mulvaney

TikTok star Dylan Mulvaney, a self-promoting trans-girl who for some reason is an internet “influencer,” posted a video last week promoting the brand’s Easy Carry Contest, in which participants must demonstrate how many cans Budweiser’s worst brew they can carry to win $15,000. Bud Light had sent Mulvaney a  commemorative can featuring an illustration of the Ex-Man’s face with a message congratulating her on “365 days of girlhood.”

Then all hell broke loose. Conservatives are calling for a boycott of Bud Light. Kid Rock posted a video of himself wearing a MAGA baseball cap, shooting up a case of Bud Light and saying, “Fuck Bud Light, and fuck Anheuser-Busch!”

“What’s going on here?”

Well, here’s Budweiser’s explanation:

“Budweiser works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points. From time to time, we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”

I’ll buy that. Not the beer, which is swill, but the explanation. The internet allows products to customize approaches to all corners of an increasingly segmented market. Bud wants to get the minuscule trans market to be positively oriented toward its beer, and good luck to it. There’s nothing unethical about selling more beer.

However, it is unethical to be stupid in a business strategy and to alienate a core market in order to cater to a tangential one. Some LGTBQ ad genius who is gaga over the trans star pushed this campaign without think about its likely consequences, which should not have been too hard to predict. This was a bad, bad idea, and probably a Bud executive was too unfamiliar with the issues involved and the tendency of LGTBQ+ enthusiasts to lose sight of the big picture (bias does make you stupid, you know), plus being wary of getting tagged as a bigot, to send the brainstorm back to the drawing board from whence it should have never escaped.

There was no reason in the world for a beer company associated with sports (on the video, the trans spokeswoman embraces the offensive female stereotype of being clueless about them), busty cheerleaders and macho guys to get involved with the trans fad, but now that it has, it is trapped. Pulling the Dylan Mulvaney will look like the company is siding with transphobics. If  Bud Light loses market share and dollars, and stockholders get hurt, it will be a famous marketing gaffe for the ages.

12 thoughts on “A”What’s Going On Here?” Special: Bud Light’s Promotion of Dylan Mulvaney

  1. Bud Light deserves as much backlash as possible. They thought it would be really great to support the trans community by celebrating this guy’s one-year anniversary as a women. Didn’t they vet him at all? A simple google search would show he is mentally unstable and his schtick is caricaturing women to the point of insult and mockery. Why didn’t Bud Light do that? Idiots. The ad execs whi thought this was a good idea should be fired forthwith.


  2. A certain banned commenter here briefly sneaked on this post with a typically silly comment calling the objections to Budweiser’s pandering to transactivists “transphobia.” I sincerely doubt that Kid Rock or any of the other dissenters are afraid of transsexuals, which is what that term implies. All of the basket of tribes and victims that Woke World gets disproportionate votes from employ this trick, which is depressingly effective: if you disagree with them or their political agendas, it’s because you hate them, fear them, and are an evil bigot.

    To the contrary, the animus is being generally directed at Bud Light for caving to DEI pressure and choosing to make chicks with dicks the symbol of a beer primarily consumed by people who don’t really want to think about such things. Now, if a cereal I liked decided to put Barry Bonds on the package in the 1990s, I would have stopped eating that cereal. Not because I was afraid of Barry, whom I was unlikely to meet, or even afraid of steroid cheat athletes, but because the action of, say, Wheaties hade mad it necessary for me to appear to endorse Bonds’ conduct and what he stood for in order to keep eating the cereal.

    Same here. I’m sure Bud Light drinkers are perfectly happy to let Dylan play her games and do her thing for the people that enjoy them, but they resent being forced to be an audience for something they have no interest in whatsoever.

  3. It makes sense for bud light, which is swill identifying as beer to associate with the clownish man identifying as a women. Bud light is a bad imitation of beer. The character is a bad imitation of a woman. But he/she surely does concretes the old adage. You can fool all of the people some of the time and some of the people all the time. But hopefully you cannot fool all the people all the time..

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