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Bud Light's under-fire marketing VP 'takes LEAVE OF ABSENCE' after Dylan Mulvaney controversy - and 'is replaced by Budweiser executive'
The Bud Light marketing executive whose team oversaw its disastrous partnership with trans activist Dylan Mulvaney has taken a leave of absence, according to a report on Friday.
Alissa Heinerscheid was hired to overhaul Bud Light's marketing in June 2022 with the vision of freshening up its image.
But that took a disastrous turn on April 1 when the partnership with Mulvaney was announced, sparking a boycott and knocking $6 billion from the company's value.
Heinerscheid's team was responsible for Bud Light's widely-lauded Super Bowl ad featuring Miles Teller and his wife Keleigh Sperry, and 'the Bud Light Carry' ad, which shows a woman carrying a round of beers to a table of friends without spilling a drop.
Those ads were part of Heinerscheid's vision to make the brand more female friendly - something she has described as a 'passion point'.
But that vision was swiftly cut down on April 3 with the brand's partnership with Dylan Mulvaney, a controversial trans activist with a mass following on social media, which proved to be a step too far for Bud Light's loyal customers.
Kid Rock was among the first to criticize the partnership and lead a boycott, with other conservative consumers, distributors and suppliers following suit.
Heinerscheid has not commented on the scandal.
A graduate of Wharton business school, she has been hailed in interviews as the first woman to 'lead' Bud Light in its 41-year history.
On March 30, in an interview with the Make Yourself at Home podcast, she told of her strategy to ditch Bud Light's 'fratty' reputation and embrace inclusivity to attract a young generation of drinkers......
https://www.dailymail.co.uk/news/ar...LEAVE-ABSENCE-Dylan-Mulvaney-controversy.html
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Yeah this ad campaign is working for Bud Light alright.
I wonder how long before Heinerscheid is terminated from Bud. The company needs someone to sacrifice to recover some of their customers.
The Bud Light marketing executive whose team oversaw its disastrous partnership with trans activist Dylan Mulvaney has taken a leave of absence, according to a report on Friday.
Alissa Heinerscheid was hired to overhaul Bud Light's marketing in June 2022 with the vision of freshening up its image.
But that took a disastrous turn on April 1 when the partnership with Mulvaney was announced, sparking a boycott and knocking $6 billion from the company's value.
Heinerscheid's team was responsible for Bud Light's widely-lauded Super Bowl ad featuring Miles Teller and his wife Keleigh Sperry, and 'the Bud Light Carry' ad, which shows a woman carrying a round of beers to a table of friends without spilling a drop.
Those ads were part of Heinerscheid's vision to make the brand more female friendly - something she has described as a 'passion point'.
But that vision was swiftly cut down on April 3 with the brand's partnership with Dylan Mulvaney, a controversial trans activist with a mass following on social media, which proved to be a step too far for Bud Light's loyal customers.
Kid Rock was among the first to criticize the partnership and lead a boycott, with other conservative consumers, distributors and suppliers following suit.
Heinerscheid has not commented on the scandal.
A graduate of Wharton business school, she has been hailed in interviews as the first woman to 'lead' Bud Light in its 41-year history.
On March 30, in an interview with the Make Yourself at Home podcast, she told of her strategy to ditch Bud Light's 'fratty' reputation and embrace inclusivity to attract a young generation of drinkers......
https://www.dailymail.co.uk/news/ar...LEAVE-ABSENCE-Dylan-Mulvaney-controversy.html
====================================
Yeah this ad campaign is working for Bud Light alright.
I wonder how long before Heinerscheid is terminated from Bud. The company needs someone to sacrifice to recover some of their customers. 
