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After Bud Light CEO made a non-apology, the CEO felt that their “sorry, not sorry” was not quite enough. This is why Alissa Heinerscheid, VP of the brand has been placed on a “leave of absence”.
According to this, Alissa Heinerscheid was hired to overhaul Bud Light’s marketing in June 2022 with the vision of freshening up its image.
What did she and her team think was a great idea? Guy who cosplays as a girl, Dylan Mulvaney, as a brand spokesperson.
Heinerscheid’s team was responsible for Bud Light’s widely-lauded Super Bowl ad featuring Miles Teller and his wife Keleigh Sperry, and ‘the Bud Light Carry’ ad, which shows a woman carrying a round of beers to a table of friends without spilling a drop.”-Harriet Alexander and Alex Hammer, The Daily Mail
All was well-and-good until Heinerscheid brought in a MAN as part of her desire and “passion” to make the Bud Light brand more friendly and popular to women.
I guess she could beg forgiveness. The Harvard brat may have had a bout from her college days when she decided to bring on Mulvaney, perhaps channeling her former “inebriated ditz“. Fratty imagery is, like, so bad:
Heinerscheid is being replaced by the vice president of global marketing for Budweiser, Todd Allen, according to Ad Age.
So she is being paid to do nothing now. How do I get one of those gigs?
— Eagle Ed (@eagle_ed11) April 22, 2023
Right? Sign me up.
In reality, putting Alissa Heinerscheid on leave is like putting Whoopi Goldberg on leave from The View after making her ridiculous Holocaust comments. This does absolutely nothing. The chick still gets paid. She’s just “on leave”.
And, Anheuser-Busch still has not apologized. I mean, they didn’t even half-apologize.
We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”-Anheuser Busch
Yeah. Your VP wanted to just give the brand a more “feminine” image. A “less fratty” image. A “more inclusive” image. Spuds MacKenzie would never do in the land of woke. Nothing say making a brand more “girly” than a skinny-ass MAN in a dress, faux lashes and an updo sipping Anheuser-Busch’s brand of weak, piss water. This girl boss thought bringing in Dylan Mulvaney to push the brand was a great idea. This is Harvard, guys and gals. This is Wharton. This is a six-figure salary at work. Oh yes…and it is also about an estimated $6 billion dollars down the drain for the corporation. But no worries. Alissa Heinerscheid will be placed “on leave” for said “oopsie”.
The irony here? Said woman in charge of a campaign featuring a fake woman (who doesn’t really want to be a woman but a girl) is being placed on a leave. Was Alissa’s Bud Light misstep an exhibit in dumbassery? Yes. But here we are. Bud Light and parent company, Anheuser-Busch offered no apologies. But, they placed the woman in-charge “on leave”. The optics here are glaring. The real woman gets punished for putting a fake woman in the spotlight. A guy takes over the brand. And said fake woman who is actually a guy? Well, he laughs his non-existent derriere to the bank with these endorsements and complains on Twitter how Bud Light critics “just don’t understand”.
No, Dylan Mulvaney – we understand you. You are a guy who likes to pretend to be a woman in the most offensive and exaggerated way possible. You are an affront to real women everywhere. We understand way more than you think.
— Carman Carter (@CarmanC1966) April 12, 2023
If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. (Bud Light) has been in decline for a really long time.”-Alissa Heinerscheid
And you tanked it, bigly, Alissa.
Brands today want to be inclusive, they want to be relevant, especially with young people. I don’t think brands set out to be polarizing. But we live in such a fractured and polarized world, that there’s always a chance.”-Tim Calkins, Northwestern University
How young, exactly? Is Dylan Mulvaney the best spokesperson for this target demo? Dylan Mulvaney is a TikTok star. WHO, exactly, logs onto TikTok religiously? I am willing to bet that a fair share of TikTok users are under 21, those who would not be of the age to drink Bud Light or any of the Anheuser-Busch family of beers. But hey, what do I know? I’m not a Harvard-educated marketing exec raking in six figures (shrug).
Suffice to say Anheuser-Busch and Alissa “leave of absence” Heinerscheid blew it big time with Bud Light. There is a bit of truth in this advertising, however. Bud Light is as much of a real beer as Dylan Mulvaney is a real woman.
Featured image via il0vethe80s on Pixabay, cropped, Pixabay license
Cameron says: I don’t really recall ever seeing a trans person sobbing because s/he really wants a beer but it just doesn’t “represent them.”
Heck, I could have designed a better ad that embraces the core demographic, not been insulting and they could have paid me less in return for improving the quality of the product.
NTSOG says: Cameron the Anheuser Busch company would never employ you, me or any other hard-working person for advertising advice. They clearly have no time for common, salt-of-the-earth people who actually earn an honest living. [What was it that the execrable Hilary Clinton called the common folk? Deplorables wasn’t it?] Clearly the now ex-marketing manager is so superior she never understood or considered the consumer market for her product, though she’s likely been bitten very hard on her nether regions by Reality. I suspect her future employment options will be severely limited as she is now known internationally for her arrogance and incompetence. I do wonder though about those who failed to supervise her grandiose plan, though they will probably escape sanction.
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