Advertising firm fires top employees over Bud Light’s Dylan Mulvaney collaboration disaster.
OAN’s Elizabeth Volberding
4:50 PM – Wednesday, October 11, 2023
A San Francisco-based advertising agency connected to Bud Light’s partnership with transgender influencer Dylan Mulvaney was in a “serious panic mode” after it fired multiple top executives as part of a “major restructuring.”
The marketing firm, called Captiv8, which was the third party advertising agency that was responsible for teaming Bud Light, which is owned by Anheuser-Busch InBev (AB InBev), and Mulvaney together, has announced that the firm has had monumental layoffs.
Captiv8 is an 8-year-old advertising firm that is based out of San Mateo, California. Since the Bud Light fiasco, the marketing firm has since become an example of marketing gone wrong.
The firm had fired 20% of its employees in late September. 30 employees have been dropped, according to the New York Post.
On April 1st, 2023, the agency debuted an advertisement portraying Mulvaney dancing in a bubble bath next to a serving platter of Bud Light cans. The source stated that there was enormous confusion inside Captiv8’s offices as it began to stir a large stream of public backlash and criticism.
“There was a lot of chatter in the office about what would happen to the firm over the botched campaign”, The Post claimed. “Internally, the company was in serious panic mode.”
However, both the marketing firm and the brewery company haven’t shared many details about the ad campaign and it remains unknown who holds responsibility for putting Mulvaney’s face on a Bud Light beer can or who contributed to posting Mulvaney’s TikTok video.
The brewery company placed its vice president of marketing, Alissa Heinerscheid, and her boss, Daniel Blake, on leave in April.
Soon after, AB InBev communicated to its distributors that the beer can displaying Mulvaney’s face was not manufactured or created by them or any of its affiliates. Therefore, the beer company revealed that it had cut connections with the “third party” in charge of the Mulvaney video, according to The Post.
“Ad agencies send out hundreds of influencer kits a year, some of which have a customized can included. This was one of those situations,” said a distributor based in Texas who conveyed AB InBev’s talking points.
“I’m a businesswoman,” said Captiv8’s vice president Heinerscheid. “I had a really clear job to do when I took over Bud Light, and it was ‘this brand is in decline, it’s been in a 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 for Bud Light.’”
The vice president of the marketing agency also made some remarks a day before the collaboration with Mulvaney, saying that the Bud Light company had taken on a “fratty” and “out of touch” image.
As a result of the ad campaign collaborated between Bud Light and Mulvaney, the brewery company has experienced a huge blow as their sales have reached the lowest point so far.
The brewery brand dealt with a decrease of 25.7% during the week of May 20th, 2023, according to data provided by Bump Williams Consulting and Nielson IQ. This has created further risk and endangering to the brewery company’s position as one of the top beer brands in the country.
AB InBev’s stock price was slashed and Bud Light went from being the most favored beer brand in the U.S. to being criticized for their publications.
AB InBev’s shares dropped a startling 18.5% after the Mulvaney promotion was launched.
Now, the Captiv8 agency has let go of almost 30 top workers, many of which were senior managers.
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What are the implications of the negative sentiment surrounding Bud Light and their partnership with Dylan Mulvaney?
San Francisco-based advertising agency, Captiv8, made headlines after it experienced significant turmoil due to a major restructuring and subsequent layoffs. The agency, responsible for collaborating Bud Light, owned by Anheuser-Busch InBev, with transgender influencer Dylan Mulvaney, found itself in a state of panic after firing several top executives.
Captiv8, an eight-year-old marketing firm based in San Mateo, California, was tasked with connecting Bud Light and Mulvaney for a partnership. However, the agency’s reputation took a hit following the fallout from this collaboration. As a result, Captiv8 made the unfortunate decision to lay off a considerable portion of its workforce. According to the New York Post, around 20% of the company’s employees lost their jobs in late September, amounting to approximately 30 individuals.
The implications of this restructuring are far-reaching for Captiv8. Their ability to operate efficiently and effectively has been called into question, and the Bud Light partnership is being viewed as a marketing failure. The repercussions are already being felt, as the agency grapples with the fallout from their association with Mulvaney.
Adding fuel to the fire, a tweet by Matt Wallace has further tarnished Bud Light’s image. The tweet claims that Bud Light sales have plummeted by close to 40% since enlisting Mulvaney as their spokesperson, implying that the company is on track to go out of business by 2026. The post emphasizes the power of collective action and urges consumers to support each other.
The impact of this tweet and the subsequent negative sentiment surrounding Bud Light is undoubtedly worrisome for both the beer brand and Captiv8. The partnership, which was meant to enhance the Bud Light brand through its association with Mulvaney, has instead created a significant amount of backlash and public scrutiny.
In conclusion, the recent major restructuring and monumental layoffs at San Francisco-based advertising agency Captiv8 following their partnership with Bud Light and Dylan Mulvaney highlight the pitfalls of ill-conceived marketing strategies. This incident serves as a reminder that it is crucial for companies to carefully assess and consider the potential implications before entering into any brand collaborations or partnerships. The negative consequences experienced by Captiv8 and Bud Light demonstrate the potential damage that can occur when marketing efforts go awry.
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