Anheuser-Busch decided to shake up its marketing leadership after its Bud Light brand became, quite literally, the target of conservatives angry over a campaign featuring a transgender social media influencer.
Alissa Heinerscheid, who oversaw Bud Light’s marketing, has been given a “sabbatical” and Todd Allen, Vice President of Worldwide Marketing for Budweiser, has been appointed. Bear Business Daily mentioned.
Anheuser-Busch confirmed Allen’s new duties in a statement to USA TODAY: “We’ve made some adjustments to streamline our marketing function structure to reduce layers so that our senior marketers are more connected to every aspect of our brands’ activities.”
These moves, the statement said, “will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and country.”
The measures come after Bud Light was criticized by prominent conservatives for partnering with TikTok star Dylan Mulvaney to promote a contest. in April 1 on InstagramMulvaney showed off a personalized Bud Light case with a photo of her face printed on the front and discussed the company’s $15,000 grant tied to March Madness.
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Later, including some conservatives Florida Governor Ron DeSantis And Senator Dan Crenshaw, R-Texasas well as musicians Kid Rock and Travis Treat, called for a boycott of Bud Light. Kid Rock’s publication Twitter Video of himself shooting a 12-pack of Bud Light.
The backlash is coming from Anheuser-Busch, too mid rise in Anti-trans legislation.
Anheuser-Busch CEO responded to the backlash
Last week, Anheuser-Busch CEO Brendan Whitworth Post a statement Responding to the controversy, he wrote in a statement Friday afternoon: “We never intended to be part of a discussion that would divide people. We work to bring people together for a beer.”
Anheuser-Busch move has been confirmed before Advertising age.
In an interview on Make yourself at home Podcast last month — before the Bud Light-Mulvaney video was released — Heinerschied said her mission was to help Bud Light, which she described as a brand “in decline” to “attract young drinkers.”
Bud Light said on the podcast, “It was kind of an out-of-touch kind of humor and it was really important that we had another approach.”
In related news, Bud Light didn’t put up a billboard in Toronto that said “lol CRYBABIES,” after the brand was boycotted over its partnership with Mulvaney. Altered photos of the billboard have been posted online, The Associated Press reported.
Shares of Anheuser-Busch InBev rose 5.3% in the past month, closing at $65.52 on Friday.
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Contributing: Billy Schulz
Follow Mike Snyder on Twitter: @employee.
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This article originally appeared in the USA TODAY: Bud Light’s marketing has been shaken after the Dylan Mulvaney controversy
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