The Bud Light vice president said she wanted to update her “rotten” branding with “inclusivity” days before the revelation of Dylan Mulvaney’s partnership.
Speaking on a business-specific podcast on March 30, Alisa Heinsreid claimed that Anheuser-Busch beer had been “on the decline for a really long time.”
The Harvard graduate stated that it was imperative for the brand to attract more females and younger women because otherwise “there would be no future for Bud Light”.
Heinerscheid provided her expertise just three days before triggering an angry backlash when transgender influencer Mulvaney released a Bud Light promo on her Instagram page.
The company is now suffering from its brazen marketing strategy and has not posted on its official Twitter account for more than a week – prompting speculation of an internal shake-up as a result of the failed ad campaign.
Mulvaney’s April 2 Instagram post involved her drinking a beer with her face printed on a can and lying in a bathtub knocking a bud
Heinerscheid previously worked as a marketing guru at AB InBev, Bud Light’s parent company, before moving on to take over as vice president of the beer company in July of last year.
Her LinkedIn profile proudly states that she is “the first woman to lead the largest beer brand in the industry.”
She told the Make Yourself at Home podcast that she was convinced Bud Light had to include “inclusivity, and that means a change of tone, and that means having a campaign that’s really inclusive, feels lighter, brighter and different, and appeals to women and men.” “
Heinerscheid claimed it had a “very clear” mandate to “develop and elevate this iconic brand”.
Bud Light’s previous marketing strategy was criticized as dated and male-centric.
“We had this hangover, I mean Bud Light was kind of awful, kind of off-putting humor, and it was really important that we had another approach,” the Wharton alumnus argued.
When asked by the host about what she’d been 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 decline for a really long time, and if it didn’t We attract young drinkers to come and drink this brand, there will be no future for it.
Heinerscheid previously worked at Johnson and Johnson as Brand Manager for Listerine Mouthwash. Prior to that she was on the marketing team for Cheerios.
She was educated at the $60,000 a year Groton School in Massachusetts before moving on to Harvard where she studied English Literature and then Business School at Wharton where she earned a master’s degree in Marketing.
The decision to work with Mulvaney angered many loyal clients, including country singer Travis Tritt, who made the decision to remove all production from his tour bus and Kid Rock, who shot several cases for his pod lite.
The beer giant’s last tweet came on April 1, when they posted: “Beers are upon us? It must be game time. For a chance to win, encourage your team with #EasyToEnjoySweepstakes in the replies.”
Although they’ve gone a few days without tweeting in the past, their official Twitter account is usually active, as are their other regular social channels.
Alisa Heinscheid told the Make Yourself at Home podcast on March 30 that she was convinced Bud Light had to include “inclusivity, it means changing the tone, and that means having a campaign that’s really inclusive, feels lighter and brighter and different, and appeals to women.” And for men.
The transgender influencer isn’t Budd’s first foray into waking life. In 2019, she unveiled these rainbow bottles at the 30th Annual GLAAD Media Awards in New York
The feed has been tweeted 10 times in the previous seven days and is usually active during big sporting events like the Masters golf weekend.
Since the partnership with Mulvaney was revealed during March Madness, the annual NCAA basketball tournament, it’s worth noting that the brewer didn’t tweet at all during the University of Connecticut’s victory over San Diego State in the championship game on April 3.
Mulvaney’s April 2 Instagram post included her drinking a beer with her face printed on the can and lying in a bathtub knocking bud.
The Instagram video currently has over 11,000 comments, many of them unhappy with the promotion.
A spokesperson for the company that makes Bud Light said: ‘Anheuser-Busch works with hundreds of influencers across our brands as one of several ways to authentically connect with audiences across different demographics.
From time to time, we produce unique keepsake tins for fans and brand influencers, such as Dylan Mulvaney. This keepsake can be a gift to celebrate a personal milestone and is not for sale to the general public.
