Ad Agency Responsible for Bud Light Partnership With Dylan Mulvaney in ‘Serious Panic Mode’

Captiv8, a San Francisco marketing agency behind the Mulvaney-Bud Light partnership is reportedly in “serious panic mode” after widespread criticism.

“There was a lot of chatter” in the Captiv8 office following the backlash for the partnership, a source told the New York Post.

It is unknown who was responsible for the image of Mulvaney’s face on the beer can or who produced the original TikTok video featuring the biological male in a bubble bath.

Reporting from Newsmax:

In April, AB InBev placed its vice president of marketing for Bud Light, Alissa Heinerscheid, and her boss, Daniel Blake, on leave. Afterward, the Belgian-based conglomerate informed distributors that the beer can bearing Mulvaney's face was not manufactured by Anheuser-Busch or in any of its establishments. Furthermore, the conglomerate revealed that it had severed ties with the "third party" responsible for the Mulvaney video, according to the Post. 

But in regard to the beer can, according to a distributor based in Texas who relayed AB InBev's talking points, "Ad agencies send out hundreds of influencer kits a year, some of which have a customized can included. This was one of those situations."

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