Bud Light’s Dylan Mulvaney incident prompts beer industry to revamp ad standards
How Dylan Mulvaney’s Bud Light Partnership Changed the Beer Industry
It was a year ago, on February 11, 2023, that Dylan Mulvaney, the influential transgender social media star, made a splash by posting a video of himself enjoying Bud Light in a bathtub. This paid promotion not only had a lasting impact on Bud Light’s reputation, but it also set new standards for advertising in the beer industry.
While Bud Light faced backlash and a nationwide boycott for partnering with Mulvaney, they also found themselves in a legal battle over whether Mulvaney’s promotion of beer violated industry standards that prohibit marketing alcohol to minors.
Senators Spark a Formal Review
U.S. Senators Ted Cruz (R-TX) and Marsha Blackburn (R-TN) wrote a letter on May 17, 2023, which prompted a formal review by the Beer Institute, the beer industry’s self-regulating body. The review aimed to determine if Bud Light’s ads with Mulvaney targeted minors.
Mulvaney posted twice as a Bud Light partner, once during last year’s Super Bowl and again for March Madness. However, it was the latter post that generated outrage and cost the company billions. Bud Light paid Mulvaney $185,000 for these two posts.
Revising Advertising Standards
The Beer Institute’s ”Code Compliance Review Board” initially found that Bud Light did not violate their Advertising and Marketing Code. However, just two months later, the code was quietly revised to include new language regarding social media influencers. This revision would seemingly prevent any brewer from working with Mulvaney.
The updated standards now require brewers to conduct regular audits of influencer placements and remove any posts that do not meet the code’s audience demographic standard. These standards hold social media influencer content to the same level of scrutiny as traditional advertisements.
Questionable Audience Composition
Independent analysis conducted by The Daily Wire using Modash, a leading influencer analysis product, revealed that over half of Mulvaney’s followers are 24 or under. This raises concerns about whether his audience is predominantly of legal drinking age. Additionally, there is no evidence that Mulvaney is using Instagram’s age restriction tools.
Cruz expressed doubts about Bud Light’s assumptions regarding the age composition of Mulvaney’s audience. He criticized the company for assuming an even distribution of users by age and counting only 42% of the 18-24 age group as underage, despite no evidence supporting this assumption.
Potential Legislative Action
Cruz warned the Beer Institute that if his concerns were not taken seriously, he would consider legislation to protect consumers, especially children, from inappropriate alcohol advertising. The fact that the Beer Institute’s board of directors is chaired by the CEO of Anheuser-Busch, Bud Light’s parent company, adds weight to Cruz’s inquiries.
Bud Light continues to face challenges in rebuilding its reputation since partnering with Mulvaney. However, they are using this year’s Super Bowl as an opportunity for a brand revival.
Both of Mulvaney’s posts tagged with “#budlightpartner” remain unchanged on Instagram.
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What were the specific changes made in the beer industry’s advertising code in response to the Bud Light partnership with Dylan Mulvaney?
Ds now state that beer advertising should not be targeted towards individuals who are under 21 years old, as well as individuals who are under the legal drinking age in their respective countries. The code also specifically mentions that beer advertising should not be associated with or promote excessive drinking, illegal activities, or unsafe behavior.
The revised code came as a response to the controversy surrounding the Bud Light partnership with Mulvaney. The concern was that Mulvaney’s influential status on social media could potentially attract underage viewers, resulting in the promotion of underage drinking. It was clear that the beer industry needed to adapt its advertising standards to effectively address the growing influence of social media influencers.
The Impact on the Beer Industry
Dylan Mulvaney’s partnership with Bud Light undoubtedly had a significant impact on the beer industry. It served as a wake-up call for both brewers and consumers, highlighting the need for more responsible advertising practices. The incident shed light on the power and reach of social media influencers and the potential risks associated with partnering with them.
Following the controversy, other beer companies started reevaluating their advertising strategies and partnerships. They became more cautious in their selection of influencers and the content associated with their branding. This incident forced the industry to prioritize responsibility and compliance with advertising regulations.
Furthermore, the Bud Light partnership with Mulvaney sparked a conversation around inclusivity and diversity in advertising. By partnering with an influential transgender social media star, Bud Light challenged traditional advertising norms and showcased a more inclusive and diverse representation. This move was praised by many for its progressive approach and forward-thinking mentality.
A Positive Outcome for Bud Light
Despite the initial backlash and legal battles, Bud Light managed to turn the situation around and even benefit from the controversy. The beer company used the incident as an opportunity to strengthen its commitment to responsible advertising and to showcase its support for diversity and inclusivity.
Bud Light publicly apologized for any unintentional promotion of underage drinking and reaffirmed its dedication to upholding industry standards. The company implemented stricter guidelines for their partnerships with influencers and ensured that all future campaigns would align with responsible advertising practices.
By demonstrating accountability and taking proactive measures to address the concerns raised by the controversy, Bud Light was able to rebuild its reputation and regain the trust of consumers. The incident ultimately served as a catalyst for Bud Light’s transformation and commitment to social responsibility.
Conclusion
Dylan Mulvaney’s Bud Light partnership undeniably had a lasting impact on the beer industry. It raised important questions about advertising practices, highlighted the influence of social media influencers, and encouraged a more inclusive and responsible approach to marketing.
The incident prompted a formal review by the Beer Institute and led to the revision of advertising standards to address the challenges posed by social media influencers. It also led to a greater emphasis on responsible advertising practices and diversity and inclusivity in beer advertising.
Through transparency, accountability, and a commitment to change, Bud Light was able to overcome the challenges brought about by the partnership. It emerged stronger, with a renewed focus on responsible advertising and a commitment to fostering a more inclusive and diverse industry. The Dylan Mulvaney and Bud Light partnership will continue to be remembered as a significant turning point for the beer industry, ultimately shaping the future of advertising in this sector.
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