Inside sources claim that senior executives at Anheuser Busch were unaware of the contentious marketing campaign involving transgender influencer, biological male Dylan Mulvaney and Bud Light, one of the company’s leading brands.
Anheuser Busch, the parent company of Bud Light, is allegedly implementing a more “robust” process for evaluating influencer partnerships after a controversial campaign featuring Mulvaney.
Sources close to the situation have claimed that “no one at the senior level” of the company was aware of the campaign, according to a report from The Daily Wire.
As a result of the backlash, the company is reportedly pausing its marketing efforts and working to establish a more “robust” process for evaluating potential influencer collaborations.
This comes as a surprise, considering the company’s vice president of marketing recently emphasized her commitment to making the brand more “inclusive,” a term usually signifying an alignment with various anti-conservative ideologies.
Furthermore, Anheuser Busch had previously issued a statement acknowledging the partnership, describing it as an effort to “authentically connect with audiences across various demographics and passion points.”
The ordeal began earlier this month when Mulvaney shared on Instagram that “Bud Light sent me possibly the best gift ever: a can with my face on it.”
Soon after the promotion, Anheuser-Busch suffered a substantial loss in market value of over $6 billion.
The company’s shares plunged by almost 5%.
