Anheuser-Busch. Brewing company fired its entire marketing department in response to a claim, featuring various pronouns, that cans of Bud Light. Pride LGBTQ rollout and Dylan Mulvaney, a transgender influencer, had a partnership.
The collaboration between the brand and Mulvaney is unrelated to the cans, which were included in a restricted release to commemorate Pride Month in 2022 in Canada. Anheuser-Busch. confirmed in a statement that it has not terminated its marketing team. Although a few social media users initially propagated the notion about the marketing department as a joke, it is incorrect.
Shifting towards “aware” advertising, the company faced criticism from conservative social media figures, who ignited a surge of discriminatory remarks following the influencer’s recent collaboration with the well-liked beer label.
Who is Dylan Mulvaney?
Mulvaney has gained recognition for documenting her journey through gender transition in her ongoing “Days of Girlhood” series on TikTok since early 2022. With a massive following of over 10 million, she has captivated a wide audience.
On her social media channels, she also sings, creates fashion-related content, and endorses other brands such as Ole, Eos, and Netflix.
She initially shared a sponsored Instagram video on Saturday, aligning with the last moments of the NCAA’s March Madness competition.
Mulvaney, in the video, cracks open a regular Bud Light. can and chats about March Madness, a contest that promotes a brand the says it can also send her a special anniversary year documenting to celebrate on her Facebook.
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The celebrity above the article, along with at least one additional musician from another nation and him donning a “MAGA” cap while aiming a rifle at bundles of Bud Light. that they declared they were refusing to support, country musician Kid Rock quickly added his voice by sharing a video.
Some social media users shared the moves, posting screenshots of the headline, as if the information were authentic. In response to the backlash, Anheuser-Busch., the producer of Bud Light., terminated its entire marketing team responsible for the actions, according to a satirical website’s publication.
Anheuser-Busch. confirms it had not fired marketing team
The Mulvaney endorsement, Anheuser-Busch. confirmed in a statement to The Associated Press on Thursday, had not terminated its advertising staff.
The company stated that there is no truth to the statement, also emphasizing that it is not available for wider release. It can be sent to Mulvaney without her knowledge as a one-off.
The brand stated, “This commemorative can can be a gift to celebrate a personal milestone and it is not for sale to the general public. From time to time, we produce unique commemorative cans for influencers like Mulvaney Dylan and our fans, as one of the many authentic ways our brands connect with audiences across various demographics. Anheuser-Busch. collaborates with hundreds of influencers.”
The transphobic rhetoric online was amplified as others shared images of a year-old Canadian Bud Light. campaign, while the company also shifted its focus to Pride-themed cans adorned with rainbows and pronouns, alongside rainbows and pronouns.
On Sunday, a user wrote without acknowledging that the cans were from a previous, restricted marketing effort in a specific country. The user stated, “Furthermore, alongside the appointment of Dylan Mulvaney as the fresh Brand Ambassador for BudLight, the brand has also introduced unique Non-Binary beverages to ‘commemorate the identity of all individuals,’ showcasing pronouns such as ‘they/them’ and ‘xe xer’.”
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Canadian LGBTQ support organizations will be provided with a total of $100,000, in addition to the release of “Pride-inspired limited-edition cans” by Bud Light. Canada, as part of their initiatives to promote Pride Month. These cans are not related to Mulvaney, and they will be available everywhere starting from May 2022.
The Canadian version of the website states on its Pride Month 2022 page: “This year, we’re celebrating the unique gender identities of many Canadians through our design, and we are proud to have been a partner of Bud Light. for over 20 years in celebrating pride.”