Transgender influencer Dylan Mulvaney has broken her silence on her disastrous partnership with Bud Light, which has seen the company lose $27 billion in value since the backlash.
Mulvaney, 26, said she preferred not to name her critics “because it gives them the satisfaction of believing they are on my mind”.
“It shows my followers that I’m standing up for myself, but it also shows that their story is strong enough to matter,” she said. their magazine.
Mulvaney worked with the brewing giant in April as part of their March Madness campaign and received a can of light beer with an image of his face.
The move sparked immediate outrage and when Kid Rock opened fire on cans of Bud Light while he was wearing a MAGA hat, a boycott began which saw sales drop more than 25% in the past few years. last months.
Dylan Mulvaney, 26, has opened up in a new interview with ‘them’ magazine, saying she prefers not to name her critics ‘because it gives them the satisfaction of believing they are on my mind’
The transgender TikTok star has shrugged off criticism since entering into a disastrous partnership with Bud Light to celebrate ‘365 days as a girl’
The 26-year-old said she wanted to be known as ‘actress Dylan Mulvaney’ or ‘comedian Dylan Mulvaney’ instead of just being a trans TikTok activist
Speaking openly about the controversy for the first time, Mulvaney said: “No matter your gender, people will project things at you about who you’re supposed to be. And I think we also need to tell people our real purpose.
“I think a big part of my goal might be to raise the voices of others. The headlines are calling me “TikTok Trans Activist Dylan Mulvaney” right now. I want to be “actress Dylan Mulvaney”. I want to be “comedian Dylan Mulvaney”.
“I didn’t expect people to follow me or to get such negative media attention. I walk into a room and I never know if someone is going to really love me or really hate me.
Mulvaney also claimed in the interview and on an Instagram post that she was in her “author era” – appearing to tease a potential book, adding “I typed a lot in my backyard”.
The TikTok star has shrugged off criticism since receiving the personalized beer can to celebrate “365 days of youth.”
She stepped out for the opening night of the musical “Transparent” last week and appeared happily enjoying a cultural evening.
Mulvaney also received an ‘internet influence’ gong in the magazine’s 2023 Now Awards – which described her as a ‘role model for a rising generation’.
Since Mulvaney’s post was uploaded to his Instagram on April 1, Bud Light owners Anheuser-Busch have lost more than $27 billion in market value and two of its top executives have taken “leave.” “.
Mulvaney worked with Bud Light in April as part of their March Madness campaign and received a can of light beer with his face on it – sparking outrage
The trans influencer claimed in the interview and in an Instagram post that she was in her ‘author era’ – appearing to tease a potential book, adding ‘I typed a lot in my backyard’
VP Alissa Heinerscheid has stepped down following the backlash that has created the biggest corporate disaster in a decade – as Mainstream Brands VP Daniel Blake also stepped down from his role.
But their sudden departure appears premature after bosses said the decision to work with Mulvaney was made by an ‘outside agency without management’s knowledge or approval’.
When approached by DailyMail.com about claims she had no idea about the campaign, Heinerscheid declined to comment – but a friend said: ‘she’s not supposed to talk about it, she can’t”, before being taken away.
The decision to work with Mulvaney has led to a steady decline in post-boycott beer sales, with the latest figures falling 23.9% for the week ending May 27 from a year ago.
But that’s a slight improvement from last week, when sales fell 25.7% as the company saw its market share drop $27 billion.
Mulvaney also received an ‘internet influence’ gong in the 2023 Now Awards from ‘them’ magazine – which described her as a ‘role model for a rising generation’
Decision to work with Mulvaney cost Bud Light Anheuser-Busch owners $27 billion in market cap with sales down to 25.7
Bud Light also lost nearly 28% in volume year over year for the week ending May 27.
According to Bumps Williams Consulting’s monthly industry report, there are signs that “bottom has been reached” for Bud Light and the company could see a “turnaround in performance.”
Anheuser-Busch said earlier this month it would triple its US marketing spending this summer as it tries to boost struggling sales.
The marketing decision appears to be one of the worst in US history to come from publicity backlash.
Only JC Penney saw its shares drop more than 25% in 2012 after it featured a lesbian couple and their daughter in an ad.
Vice-Chairman Alissa Heinerscheid (left) has resigned over the backlash which has created the biggest corporate disaster in a decade – as Mainstream Brands Vice-Chairman Daniel Blake (right) also stepped down removed from his role.
Kid Rock shot a case of beer after finding out about the partnership – shouting “F*** Bud Light and f*** Anheuser-Busch. Have a great day’
They also hired Ellen DeGeneres as their spokesperson and eventually fired their then-CEO, Ron Johnsons, who defended the decision.
Anheuser-Busch InBev CEO Michel Doukeris played down the impact of the backlash, saying Bud Light’s drop in U.S. sales in the first three weeks of April was just one percent of InBev’s global volumes.
“We believe we have the experience, the resources and the partners to handle this,” Doukeris said on a conference call with investors in May.