The world of advertising is often regarded as a cut-throat industry where decisions are made in a split second, and reputations can be made or broken with a single campaign. Bud Light, the popular beer company, recently found themselves in the midst of a PR nightmare after their handling of the Dylan Mulvaney fiasco was criticized by an advertising expert. In this article, we will examine the events that led to the crisis and explore the reasons why the expert slammed Bud Light.
Anheuser-Busch’s handling of backlash to its Bud Light brand partnership with transgender influencer Dylan Mulvaney has been criticized as a historically-bad marketing gaffe by a leading expert. Advertising and brands expert Ben Schott compared the incident to infamous gaffes by Barilla and Abercrombie & Fitch. Schott was sympathetic to Mulvaney but condemned Bud Light for choosing to use the star for a campaign, then abandoning her when the controversy exploded online and in bars across the country. After remaining silent for two weeks, Anheuser-Busch CEO Brendan Whitworth issued a public statement cryptically titled ‘Our Responsibility To America’ on Friday, which has been criticized for not directly addressing the Mulvaney partnership or issuing an apology.
In conclusion, it is clear that Bud Light’s handling of Dylan Mulvaney’s fiasco has failed to impress advertising expert Lee Clow. From their lack of responsibility to the tone-deaf marketing scheme, the company missed the mark in responding to the situation. It’s a reminder that even the biggest brands need to be diligent and empathetic in their response to social media crises. The lesson we can all take from this is that companies need to be accountable, transparent, and ultimately, human. Only then can they build trust with their customers and truly succeed in the world of marketing.
