Following the weeks-long outrage over Bud Light’s woke campaign featuring transgender activist Dylan Mulvaney, the executive responsible for the Mulvaney campaign is taking a “leave of absence” from the parent company, Anheuser Busch.
Ad Age reported that the senior executive of marketing since 2022 “has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser. Heinerscheid did not immediately respond to an email requesting comment.”
The outlet further reported, “The brewer has also streamlined its marketing function to reduce layers “so that our most senior marketers are more closely connected to every aspect of our brand’s activities,” a company spokesperson said in a statement, adding that “these steps 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 on our country.”
Heinerscheid recently addressed the conflict on the Make Yourself At Home podcast, saying Bud Light’s previous marketing was “fratty” and “out of touch.”
She said, “This brand is in decline, it’s been in decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future… it’s like we need to evolve and elevate this incredibly iconic brand. What does evolve and elevate mean? It means inclusivity… it means having a campaign that’s truly inclusive and feels lighter and brighter and different. And appeals to women and to men.”
Since the Dylan Mulvaney fiasco erupted on social media, the company has lost approximately $6 billion in valuation, with other brands that have not alienated their customers, such as Yeungling, seeing a significant bump in sales.