Washington Examiner

Anheuser-Busch fires ad agency responsible for Dylan Mulvaney partnership.

Anheuser-Busch Cuts Ties with Ad Agency After Backlash from Transgender Influencer Partnership

Not All Publicity is Good Publicity, Says Marketing Strategist of Anheuser-Busch

Anheuser-Busch has severed ties with the thirdanheuser-busch/” title=”Anheuser-Busch fires ad agency responsible for Dylan Mulvaney partnership.”>-party ad agency responsible for the partnership with transgender influencer Dylan Mulvaney. According to sources cited by the New York Post, a letter was sent to Anheuser-Busch distributors confirming the agency’s departure. This move comes after Anheuser-Busch marketing executive Daniel Blake took a leave from his role, and Bud Light Vice President of Marketing Alissa Heinerscheid was placed on leave in late April.

The controversy began when Anheuser-Busch sent a personalized can to Mulvaney, who subsequently made two posts with the can. However, Bud Light sales for the week ending on April 15 following the posts were down 21% in volume, and then in the days between April 17 and April 22, Bud Light sales were down 26.1% from what they were a year ago, according to Connecticut-based Bump Williams Consulting, a firm specializing in the alcoholic beverage industry.

Anheuser-Busch purportedly offered financial support to its front-line employees and wholesalers as the backlash continued. Employees, including delivery drivers, independent distributors, and sales representatives, have faced the brunt of Anheuser-Busch’s financial battering following the partnership with Mulvaney.

To mitigate the damage caused among its conservative consumer base, Anheuser-Busch also employed lobbying firm Origin Advocacy with GOP roots in Congress.

Steps Taken by Anheuser-Busch:

  • Cut ties with the third-party ad agency
  • Offered financial support to front-line employees and wholesalers
  • Employed lobbying firm Origin Advocacy with GOP roots in Congress

Don’t forget, not all publicity is good publicity. Stay tuned for more updates on this developing story.

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