This Bud Light's for you-him her/them /
It all began innocently enough for Bud Light when they introduced a promotional beer can featuring an image of trans influencer Dylan Mulvaney. This was not the first time the brand had ventured into LGBTQ+-themed promotions, and they saw this as a chance to reinforce their support for the community...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | It all began innocently enough for Bud Light when they introduced a promotional beer can featuring an image of trans influencer Dylan Mulvaney. This was not the first time the brand had ventured into LGBTQ+-themed promotions, and they saw this as a chance to reinforce their support for the community while capitalizing on the growing influence of social media marketing and the power of influencers. Partnering with the up-and-coming social media sensation, Mulvaney was a perfect opportunity to connect with their target audience. However, the response from consumers was far from positive. The fallout from this partnership raises the question: Was this merely a minor misstep or a significant stumble for Bud Light? This case study delves into the brand's decision to collaborate with Mulvaney and examines the aftermath of a single social media post that sparked a wildfire of controversy Students will assess whether Bud Light's decision to partner with Dylan Mulvaney was a marketing mistake and evaluate if their response posed a public relations issue. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071934876 1071934872 |