The scandal with Alissa Heinerscheid continues, and the Bud Light advertising campaign has been causing a storm on the Internet for weeks. Alissa Heinerscheid, vice president of Bud Light, is generally considered a trailblazer in the beer business with several impressive successes. She is known for breaking down barriers for women in a traditionally male-controlled field and for being the first woman to oversee the biggest beer brand in the industry. However, Heinerscheid was furious when Bud Light gave transgender activist and influencer Dylan Mulvaney a sponsorship deal. After the scandal, the marketing director in charge of the collaboration between Bud Light and Mulvaney took a leave of absence.
What caused the controversy and scandal of Alissa Heinerscheid?
Alissa Heinerscheid has been fired as Bud Light’s vice president of marketing following a sponsorship deal between the company and transgender activist Dylan Mulvaney. Conservative clients expressed their disgust and called for a boycott of the company for several weeks, prompting calls for Heinerscheid’s resignation. Mulvaney’s Instagram promotion of Bud Light’s NCAA March Madness sweepstakes drew criticism from some consumers. Alissa was the first woman to oversee Bud Light, with the goal of making the brand more accessible and appealing to the general population. Heinerscheid emphasized the need to attract more female customers, suggesting that the future of the brand would be at risk if this was not done.
Bud Light’s parent company, Anheuser-Busch, supported the choice to partner with Mulvaney and demonstrated a commitment to engaging with a diverse range of influencers. Despite the controversy surrounding Bud Light’s relationship with Dylan Mulvaney, AB InBev, the world’s largest beer maker, posted 7% higher-than-expected earnings in the fourth quarter of 2023, with underlying profit of $4.95 billion. Heinerscheid, who previously worked as a marketing consultant for AB InBev, said she was on a mission to revamp Bud Light’s marketing strategy. Alissa Heinerscheid felt that Bud Light’s previous marketing strategy was outdated and targeted towards the male demographic.
Alissa Heinerscheid: Bud Light Vice President on Leave
Todd Allen, former global vice president of Budweiser, will succeed Alissa Heinerscheid as vice president of marketing for Bud Light. This decision was made in response to the storm surrounding the beer brand’s collaboration with a transgender influencer. Although the company did not confirm Heinerscheid’s leave, a representative for Anheuser-Busch InBev claimed that Allen will now report directly to Benoit Garbe, the company’s director of marketing in the United States.
Furthermore, improvements have been made to ensure that top marketers are more intimately involved in all brand operations. Some consumers reacted negatively to the relationship between Bud Light and Dylan Mulvaney, which began on April 1st. Companies, on the other hand, are increasingly trying to be more inclusive and diverse in their marketing efforts and hiring policies. Bud Light previously mentioned that collaboration with influencers was one of the strategies for their real brand interaction with different audiences. However, after working with Dylan Mulvaney, the company faced significant opposition from those opposed to the concept of “vigilance.” One such critic was artist Kid Rock, who posted a video of himself shooting Bud Light cans with a gun.
Categories: Entertaintment
Source: HIS Education