The Budweiser official responsible for one of the worst marketing flops in modern history announced that she is taking a leave of absence. Alissa Heinerscheid served as marketing director for Bud Light and was responsible for the brand’s partnership with transgender activist Dylan Mulvaney.
Heinerscheid’s position will be filled by Todd Allen, the company’s current vice president of global marketing. Heinerscheid has been in the role since last summer.
Budweiser’s parent company Anheuser-Busch InBev said that the company is undergoing a marketing reshuffling “so that our most senior marketers are more closely connected to every aspect of our brand’s activities.”
— Bo Snerdley (@BoSnerdley) April 22, 2023
The Bud Light controversy began when Bud Light produced cans with Mulvaney’s image on it. Mulvaney posted a photo of the cans on social media. Mulvaney posted on Instagram with the hashtag “#budlightpartner.”
Mulvaney then issued a promotional video while drinking the beverage in a bubble bath.
Many conservatives reacted to the marketing campaign with a boycott of Bud Light.
Heinerscheid made the issue worse when she attempted to explain the reasoning behind the campaign. She said last month that Bud Light was a brand “in decline.”
The company said that the deal would allow Bud Light to “authentically connect with audiences.”
The executive said that the brand needed new young people to drink the beer, or “there will be no future for Bud Light.” Heinerscheid said that Bud Light needed a “campaign that’s truly inclusive” that felt “lighter and brighter.”
She also said that the effort was part of “shifting the tone” toward a “campaign that’s truly inclusive.”
She added that “representation is sort of the heart of revolution.”
The executive called the brand’s image “fratty, out-of-touch humor” prior to images of herself drinking beer in what appears to be a fraternity situation surfaced.
The company said that the cans produced for Mulvaney were not intended for use by the general public, but instead “to celebrate a personal milestone.” Mulvaney recently commemorated one year of “girlhood” following a gender transition.