Trans activist Dylan Mulvaney has hit back at campaign critics Bud Light, insisting that they “don’t understand” her and made her a “target” because she’s recently trans.
in appearance on Rosie O’Donnell PodcastMulvaney – who has just completed “365 Days of Childhood” said: “The reason I think I am… I’m such an easy target is because I’m so new to this.
“I think stalking a trans woman who has been doing this for 20 years is a lot more difficult. I guess they might think there’s an opportunity with me…but what’s their goal?
These people, they don’t understand me and anything I say or say then they are somehow taken out of context and used against me, which is sad because everything I’m trying to get out is positive.
She is trying to communicate with others who might not understand me. It is to make people laugh or to make a child feel seen.
While Mulvaney brushed off the criticism, the sting appears to be more permanent for Anheuser Busch, the parent company of Bud Light that has lost $3 billion in market value in recent days.
Dylan Mulvaney, pictured yesterday, responds to critics of her Bud Light campaign, saying anyone who doesn’t love her “doesn’t get it”
In the past five days, Anheuser Busch’s share price has plummeted, wiping a total of $3 billion off the company’s market value.
The beer giant was valued at $132 billion on March 31 — its highest market capitalization of the year — after a string of well-received ads like the Super Bowl commercial featuring Miles Teller and his wife.
Mulvaney’s partnership fell out on April 1.
By April 3rd, Bud Light fans were beginning to share their distaste for it. Kid Rock angered them when he posted a video of the beer shooting cases that same day.
Subsequently, country stars Travis Tritt and John Rich publicly denounced the brand. There were also rumors of depleted sales over the Easter weekend.
Yesterday, Anheuser Busch’s share price fell to $64.96 — wiping $3 billion off the company’s total value.
The marketing team that oversaw the campaign, including Vice President of Marketing Alissa Gordon Heinerscheid, is still in place.
Anheuser-Busch also stands by the campaign.
Mulvaney shared the custom beer campaign on April 1 on her Instagram page
It comes after the backlash the company received after beer giant Bud Light celebrated wooing trans activist Dylan Mulvaney in a new promotion.
The company has been bombarded with complaints, with many customers filming themselves pouring the liquid away
In a statement after the initial blow, the company tried to calm conservative consumers with a statement.
Anheuser-Busch works with hundreds of influencers across our brands as just one of many ways to authentically connect with audiences across different demographics and passion points.
From time to time, we produce unique keepsake tins for fans and brand influencers, such as Dylan Mulvaney.
“This memorial can be a gift to celebrate a personal achievement and not for sale to the general public.”
Heinerscheid, the marketing executive hired to overhaul Bud Light’s image last year, wanted to lead an inclusive feminist revolution at the brand.
She spoke proudly of putting women at the forefront of Bud Light ads, and adding “inclusivity” as a priority.
Alissa Heinerscheid, Vice President of Marketing for the New Brand, shared her new vision for Bud Light late last month, and has since been met with resistance from customers.
I am a businesswoman. I had a really clear job to do when I took over Bud Light, and this brand was on the decline. It’s been on the decline for a really long time.
And if we don’t attract young drinkers to come and drink this brand, there will be no future for Bud Light. So I had this very clear mandate.
It’s as if we need to develop and raise the bar for this incredibly popular brand.
What does evolution mean? It means inclusivity. It means change of tone. This means a campaign that is really inclusive and feels brighter, brighter and different.
“It appeals to both women and men,” she said in a March 30 interview.
Since taking over the gig in July, Heinerscheid has already shot several ads as part of a campaign for female empowerment — one of which features dancer Miles Teller and his wife.
This desire was felt in a February commercial called The Bud Light Carry, which saw a female protagonist who after buying her friends a round of beer, successfully brings glasses to her friends without spilling a drop