A story that came out on Friday said that the marketing manager for Bud Light whose team was in charge of the bad relationship with trans activist Dylan Mulvaney has taken a leave of absence.
Alissa Heinerscheid was hired in June 2022 to change how Bud Light is promoted so that it looks different.
But things went bad when the friendship with Mulvaney became public on April 1. People stopped buying from the company, which made it worth $6 billion less.
Ad Age says that Todd Allen, who is the vice president of global marketing for Budweiser, will replace Heinerscheid.
DailyMail.com asked Bud Light for their opinion.
Heinerscheid’s team worked with Miles Teller and his wife Keleigh Sperry to make the Bud Light Super Bowl ad, which got a lot of praise. They also made “the Bud Light Carry” ad, in which a woman brings a round of beers to a table of friends without spilling a drop.
Heinerscheid used these pictures to make the business more appealing to women. She has said that this is one of her “passion points.”
But on April 3, the brand joined forces with Dylan Mulvaney, a trans activist who has a lot of fans on social media and whose work has been attacked. People who always bought Bud Light couldn’t afford this, so they stopped.
Kid Rock was one of the first people to say bad things about the relationship and call for a boycott. Customers, sellers, and providers who were more careful than him followed his lead.
Heinersdorf hasn’t said a word about the problem.
People have said nice things about the fact that she is the first woman in the company’s 41-year history to “lead” it. She went to business school at Wharton.
In an interview with the Make Yourself at Home show on March 30, she talked about how she planned to change Bud Light’s “fratty” image and make it more appealing to young people.
“I run a company. When I took over Bud Light, I knew exactly what I had to do: fix the fact that this brand was losing popularity.
“It’s been getting worse for a while. And if we can’t get young people to drink this brand, Bud Light will go out of business.
So, I had this job where everything was clear. It seems like we need to make some changes to improve this business.
“What does it mean to grow and change? This means that everyone is welcome. It tells you that you need to change the way you talk. It means coming up with a plan that everyone can join and that makes people feel lighter, brighter, and different. And women and guys both like it.