Experts say that inclusive campaigns are, in fact, often lucrative for businesses, serving as an important tool to reach key demographics.
It happens again and again: Nike and social-justice advocate Colin Kaepernick. M&M’s and female “spokescandies.” And last week, Bud Light and its parent company Anheuser Busch were targeted by singer Kid Rock and others after partnering with Dylan Mulvaney, a transgender woman and influencer, in its marketing.
And Wall Street’s not complaining — the company’s stock has risen about 51% since September 2018, when Kaepernick was tapped for the campaign. Earlier this year, M&M’s said it had decided to put its spokescandies on “pause,” after they were criticized by right-wing pundits for, among other things, displaying all-female candies on some special packages. Turns out the brand had leaned into the controversy as part of a pre-planned Super Bowl ad starring Maya Rudolph.
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PolitiFact - Anheuser-Busch CEO didn’t resign after Bud Light partnered with Dylan MulvaneyAnheuser-Busch’s partnership with transgender social media influencer Dylan Mulvaney has sparked backlash from conservat
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Bar patrons get into altercation over Bud Light partnership with transgender activist: reportThe Smokin’ This and That BBQ owner in Kentucky considered not selling Bud Light due to the controversy. He recently found customers verbally harassing others over drinking Bud Light after transgender activist and influencer Dylan Mulvaney began promoting the brand.
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Bud Light’s Dylan Mulvaney controversy hits rural distributors as branding guru thinks consumers are confusedBeer Business Daily's publisher says distributors in rural areas are 'spooked' over backlash to Bud Light celebrating transgender activist Dylan Mulvaney.
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Bud Light suffers bloodbath as longtime and loyal consumers revolt against transgender campaignBud Light suffered a bloodbath as consumers revolted against its new transgender social-media campaign that appears to exclude longtime loyal customers.
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Bud Light distributors ‘spooked’ by backlash to Dylan Mulvaney partnershipAnheuser-Busch distributors in the South were “spooked” by the widespread backlash Bud Light received after teaming up with transgender social media star Dylan Mulvaney.
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GREG GUTFELD: This partnership may have killed Bud Light's brandFox News host Greg Gutfeld says trans activist Dylan Mulvaney is a 'performance' artist and highlights some of the brands offering partnerships to the TikTok star on 'Gutfeld!'
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