Sales of Bud Light, the top American beer brand, have continued to decline after a consumer backlash over a social media promotion featuring controversial trans influencer Dylan Mulvaney. According to new Nielsen data, Bud Light sales dropped by 26.5% for the week ending August 5, faster than the 25.9% decline reported for the period ending June 17. Volumes also plummeted, with a 29.7% crash in comparison to the previous week’s 29.3% decline.
This sharp decline in sales follows Mulvaney’s Instagram video promotion of Bud Light during the March Madness college basketball tournament. In the video, Mulvaney, dressed in a black cocktail dress and gloves, with an Audrey Hepburn hairdo, pretended to be ignorant about sports while carrying a six-pack of Bud Light. Another segment showed Mulvaney in a foam-filled bathtub, holding a can with their face on it.
The backlash against Bud Light and its parent company, Anheuser-Busch, gained momentum after prominent figures like musician Kid Rock called for a boycott. Kid Rock even posted a video of himself shooting a stack of Bud Light cases. Mulvaney joined in, lashing out against Bud Light and Anheuser-Busch in a social media video, accusing them of abandoning the LGBTQ community while warning that LGBTQ people also drink beer.
In response to the declining sales and public criticism, Bud Light’s parent company is facing challenges. Evercore ISI analyst Robert Ottenstein noted that the data shows a significant decrease in sales levels for Anheuser-Busch InBev since the controversy began. The boycott and negative public sentiment seem to have had a lasting impact on the brand’s reputation and sales.
It is worth mentioning that Dylan Mulvaney, who transitioned to female just over a year ago, has been successful as an influencer, earning up to $1 million last year by promoting products typically associated with women, such as sports bras and tampons. However, their association with Bud Light seems to have damaged their reputation and could potentially impact their future endorsement opportunities.
The decline in Bud Light sales demonstrates the power of social media and public opinion in shaping consumer behavior. Companies need to be cautious when choosing influencers for their marketing campaigns, as any controversy or negative reception can have significant repercussions on their brand image and sales.
In conclusion, Bud Light’s sales continue to slide after a social media promotion featuring Dylan Mulvaney caused a consumer backlash. The decline in sales and volumes reflects the lasting impact of the controversy on Anheuser-Busch InBev. This serves as a reminder to companies of the importance of selecting influencers wisely and understanding the potential consequences of their marketing efforts.
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