Following the marketing partnership that led to a widespread boycott of Bud Light, transgender activist Dylan Mulvaney is now working with another major brand, promoting Lionsgate’s “Are You There God? It’s Me, Margaret,” based on the best-selling young adult novel by Judy Blume.
The movie is currently struggling at the box office. The film company decided to partner with Mulvaney to promote the film.
The transgender activist interviewed Blume and released the video of the chat on TikTok. Mulvaney described the conversation as “chatting with one of my heroes, Judy Blume!!”
Mulvaney told viewers to purchase tickets “and take your mom, your grandma or the mother figure in your life” to see the film.
Blume made an apparent criticism of conservatives during the interview.
She said that “having lived through the ’80s with the book banning, what’s going on now is scarier and much worse.”
This is not the first major partnership that drew attention to the activist.
Bud Light announced a partnership with Mulvaney earlier this year. The activist shared a specially-designed can with Mulvaney’s image on it, sparking a significant backlash, including the recent boycott.
Bud Light’s suggestion that the Dylan Mulvaney endorsement was just some one-time thing would be more believable if AB InBev didn’t openly admit to wanting to “ensure” their pro-trans diversity “touches upon all functions, including…Marketing.” pic.twitter.com/ZXefj1AT83
— Michael Knowles (@michaeljknowles) May 8, 2023
The issues surrounding the beer partnership appear to be continuing.
A New York comedian was heckled off the stage after poking fun at the activist.
The boycott has not subsided in the last several weeks. A photo of cases of Bud Light on clearance was heavily shared on social media.
The company’s sales of Bud Light declined by almost a quarter since the partnership was announced. The company’s stock has also been downgraded to ‘hold’ among many Wall Street analysts.
Budweiser’s reputation has been affected to an extent that the beer giant is reportedly considering a major rebranding effort.
Parent company Anheuser-Busch will unveil a number of new designs for Budweiser and Bud beer. One promotion is an aluminum bottle that would feature information about the “Folds of Honor” program, which aids the family of fallen and disabled veterans and first responders.
In addition, the company plans a major marketing push later this year.