The ad agency that facilitated the partnership between trans TikTok activist Dylan Mulvaney and beverage giant Anheuser-Busch has been in “serious panic mode,” according to a report from The New York Post.
From The New York Post:
Nationwide backlash over the video — which unleashed a firestorm when it was posted April 1, showing Mulvaney holding a Bud Light can while taking a bubble bath — sparked anxiety and confusion inside Captiv8’s offices during the initial days of the controversy, according to a source with knowledge of the situation.
“There was a lot of chatter” among employees about what blowback the firm might face over the botched campaign, according to the source.
“Internally, the company was in serious panic mode,” the source added.
Bud Light Vice President of Marketing Alissa Heinerscheid, who was also involved in the partnership, was placed on a leave of absence shortly after the controversial ad went viral. Her boss, Daniel Blake, was also placed on leave.
A podcast interview featuring Heinerscheid went viral shortly after th Mulvaney blowback; the marketing exec was blasted for claiming she wanted to ditch Bud Light’s “frat boy” image.
Sales of Bud Light have taken a massive hit in the wake of the ad due to boycotts of a once-loyal customer base. Anheuser-Busch InBev’s market capitalization fell to $107.44 billion through the end of May — down more than $27 billion from the $134.55 billion value the company had on March 31.
More over at The New York Post:
— New York Post (@nypost) June 5, 2023