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Advertising expert ranks Bud Light's handling of Dylan Mulvaney fiasco among the worst brand gaffes in HISTORY and slams 'cowardly' Anheuser-Busch's 'convoluted' statement after weeks of silence
Daily Mail UK ^ | April 15, 2023 | Keith Griffith

Posted on 04/15/2023 6:42:41 PM PDT by Morgana

Anheuser-Busch's handling of backlash to its Bud Light brand partnership with transgender influencer Dylan Mulvaney has been branded a historically-bad marketing gaffe by a leading expert.

In a Bloomberg Opinion column on Saturday, advertising and brands expert Ben Schott called the Bud Light imbroglio 'a marketing case study for the ages' in 'how not to handle brand collaborations in a dangerously polarized space.'

Schott ranked the incident alongside infamous brand 'gaffes' in history, such as the chairman of Barilla pasta's 2013 declaration that he 'would never do a commercial with a homosexual family'.

And in 2006, the CEO of Abercrombie and Fitch notoriously said the company only wanted 'cool' and 'attractive' customers, saying, 'Are we exclusionary? Absolutely.'

'But Bud Light's action is worse than a gaffe, it's a betrayal,' wrote Schott, noting that the brand retreated into 'cowardly' silence, leaving Mulvaney high and dry, as the controversy exploded online and in bars across the country.

'Bud Light actively and eagerly sought out a controversial influencer in a dangerously polarized space, with neither the wisdom to plan for a backlash nor the bravery to stand by its partner,' he wrote.

Schott was sympathetic to Mulvaney - but condemned Bud Light for choosing to use the star for a campaign, then abandon her when the going got tough.

(Excerpt) Read more at dailymail.co.uk ...


TOPICS: Business/Economy
KEYWORDS: beer; budlite; buttwiper; trans
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To: madison10

I am wrong. They are calling that mentally unstable person on the Bud Light can “her.”


41 posted on 04/15/2023 9:56:49 PM PDT by madison10
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To: escapefromboston

Good point.

Influencer, star, she? Wow the author is brainwashed.


42 posted on 04/15/2023 10:44:31 PM PDT by bicyclerepair (Let's Go Brandon!)
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To: Morgana

Ranks right up there with the Edsel and New Coke.

CC


43 posted on 04/16/2023 12:12:36 AM PDT by Celtic Conservative (My cats are more amusing than 200 channels worth of TV.)
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To: Morgana

Abandon “her”? That’s the problem


44 posted on 04/16/2023 1:13:58 AM PDT by griswold3 (Truth, Beauty and Goodness ; Quos Deus vult perdere, prius dementat)
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To: 2001convSVT

Yes, it is worse than New Coke. NC was simply a misreading of consumers taste and loyalty to a brand. Coke did taste tests and NC came out on top. What the Coke Corp. didn’t foresee was consumers, when NC was rolled out, and faced with loss of the original iconic brand, objected to the loss. However, there was no cultural or moral issue involved, only a misreading of taste tests and Coke recovered well from the original disaster.


45 posted on 04/16/2023 2:54:59 AM PDT by JohnEBoy
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To: Morgana

46 posted on 04/16/2023 2:55:37 AM PDT by knarf (I say things that are true . . . I have no proof, but they're true.)
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To: Morgana

Bud CEO note to self: Take the freak off the can and replace with Clydesdale horses pronto


47 posted on 04/16/2023 3:23:03 AM PDT by chuckee ( )
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To: ComputerGuy

“But the CEO made such a genuine and forceful statement.”

Seriously, the GOP could teach the guy a thing or two about writing “stern” and “strongly worded” letters.


48 posted on 04/16/2023 5:36:37 AM PDT by moovova ("The NEXT election is the most importan.t election of our lifetimes!“ LOL...)
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To: Morgana

Dylan Mulvaney prancing around in his videos does not remind me of any lady or girl I have ever met....


49 posted on 04/16/2023 5:40:08 AM PDT by Steven Tyler
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To: redgolum

I think she will be treated like a leper until they figure a quiet way to get rid of her.


50 posted on 04/16/2023 5:43:06 AM PDT by Jimmy Valentine (DemocRATS - when they speak, they lie; when they are silent, they are stealing the American Dreams)
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To: Morgana

This would be a great Harvard Business School case—of a Harvard Business School grad gone bad!


51 posted on 04/16/2023 5:53:44 AM PDT by cgbg (Claiming that laws and regs that limit “hate speech” stop freedom of speech is “hate speech”.)
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To: Morgana

The marketing expert quoted is typical of Bloomberg’s stable of far left contributors. This “expert” would have driven Bud Light into the ground by making Mulvaney the face of Bud Light through a saturation media campaign instead of merely a throwaway $35K influencer to appeal to crossdressers and people who respond to this kind of virtue signal. This Bloomberg moron doesn’t seem to understand that customers are responding at a visceral, not political level. The Mulvaney character conjures up a beer drinker’s worst nightmare - getting all friendly-like with a tall, slim husky-voiced coed, going south of the equator, and discovering, like Roald Amundsen, a pole.


52 posted on 04/16/2023 6:02:06 AM PDT by Zhang Fei (My dad had a Delta 88. That was a car. It was like driving your living room)
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To: cgbg

Yeah

But she kept the company’s CEI score high!


53 posted on 04/16/2023 7:05:08 AM PDT by Roccus (Veritas, non verba magistri)
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To: Zhang Fei

Great post.

Marketing is all about getting deep into the psyche of your current customers (that you want to retain) and future customers (that you want to acquire).

There are well established and documented methods of accomplishing this—any marketing exec that fails to use them needs to be escorted off the premises by security—no discussion, no debate—just gone.


54 posted on 04/16/2023 7:09:42 AM PDT by cgbg (Claiming that laws and regs that limit “hate speech” stop freedom of speech is “hate speech”.)
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To: KC_Conspirator

I purchase Barilla products consistently.


55 posted on 04/16/2023 7:42:40 AM PDT by Tommy Revolts
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To: Morgana

56 posted on 04/16/2023 7:56:29 AM PDT by Tommy Revolts
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To: anton
Or Honda naming its sport car aimed for women after the most popular vaginal sex toy of the decade. the Prelude.
I've heard of the "pervert knob" with early Preludes, but never this one. (See Honda Prelude "pervert lever" Where's the sex toy story from?
57 posted on 04/16/2023 8:03:31 AM PDT by nicollo ("I said no!")
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To: Morgana

Woke whining.

“blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah,blah, blah, blah, blah, blah...then abandon her....”

You can always spot a tyrant by watching who’s telling other people what to say, think or do.

“Buy our beer or you’re a transphobe” and we’ll....”


58 posted on 04/16/2023 8:13:41 AM PDT by Justa (If where you came from is so great then why aren't Floridians moving there?)
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To: nicollo

chatgpt

The Prelude vibrator was a popular sex toy for women that was manufactured in the mid-20th century. It was a sleek, cylindrical device made of metal and typically came in a silver or gold finish. The device was designed to vibrate and stimulate a woman’s clitoris and vagina.

While the original Prelude vibrator is no longer being produced, there are many modern vibrators on the market that are inspired by its design and functionality. These newer devices may include additional features like adjustable vibration speeds, different vibration patterns, and rechargeable batteries.

If you’re interested in purchasing a vintage Prelude vibrator, you may be able to find one through online auction sites or vintage sex toy collectors. However, please be aware that using a vintage sex toy may pose certain health risks, as the materials and manufacturing standards of older devices may not meet modern safety standards.
2 / 2


59 posted on 04/16/2023 1:54:19 PM PDT by anton
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To: Tommy Revolts

I buy them too.


60 posted on 04/16/2023 3:53:42 PM PDT by KC_Conspirator
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