Ad agency in panic after introducing Dylan Mulvaney to Bud Light: Report.

The Fallout from the Disastrous Business Relationship between Dylan Mulvaney and Bud Light

The disastrous business relationship between transgender influencer Dylan Mulvaney and Bud Light has caused chaos for the company that introduced the two. According to a New York Post report, San Francisco-based marketing firm Captiv8 was in a “serious panic mode” due to the disastrous reception of Bud Light’s association with Mulvaney.

What is Captiv8?

Captiv8 specializes in “end to end influencer marketing,” and helps major brands connect with influencers across social media to assist with advertising initiatives.

The Post does note that, despite Captiv8 introducing Bud Light and Mulvaney, it’s unclear to just what extent it was involved in the actual campaign that has proven so disastrous. Regardless, merely being attached to the fierce backlash of the Mulvaney-Bud Light debacle was apparently enough to send the offices of Captiv8 into a tizzy.

“Internally, the company was in serious panic mode,” an unnamed source told The Post.

The source added that “a lot of chatter” was also taking place among employees about the potential ramifications of the torrid backlash.

Few, if any, advertising campaigns (or posts) have engendered the type of scorn and repulsion that Bud Light’s work with Mulvaney has. There are very real, very tangible consequences to this fiasco.

The Consequences

First, both of the executives that were largely blamed for the disastrous decision have been put on leave. Alissa Heinerscheid, the marketing vice president who wanted to drastically alter the image of Bud Light, was put on a leave of absence in April. Another marketing VP, Daniel Blake, was reportedly placed on leave just days later.

Second, the backlash to working with Mulvaney has had an indelible fiscal impact on the beer brewer. The most recent reports claim that Bud Light has lost a whopping $27 billion of dollars in market value since working with Mulvaney. The precipitous drop in sales has obviously harmed the Belgian beer company’s bottom line, and since it is a business, heads understandably had to roll.

As for Captiv8, while it’s unclear if the firm will ever acknowledge whatever role it may or may have played in connecting Bud Light with Mulvaney, it appears the company’s employees, at the very least, understood the gravity of the situation.

The Bottom Line

The fallout from the Mulvaney-Bud Light debacle has been severe, and it’s not just anecdotal backlash about untouched cases of Bud Light at concerts and baseball games. The Western Journal reports that the backlash has had a very real, very tangible impact on the beer brewer. It remains to be seen what the future holds for both Bud Light and Captiv8.

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