Bud Light has partnered with comedian Shane Gillis to revitalize its brand and attract new consumers.
The move aims to infuse fresh appeal and humor into the brand, generating positive responses from fans. Bud Light has been embroiled in a significant controversy following a social media partnership with transgender influencer Dylan Mulvaney.
The fallout from this collaboration has extended beyond social media, leading to calls for boycotts and protests, and has even impacted other businesses like Target and garnered attention from country singer Garth Brooks.
Gillis, known for his stand-up and podcast work, faced controversy in 2019 related to racist and homophobic slurs.
Bud Light’s previous partnership with transgender influencer Dylan Mulvaney sparked backlash, leading to stock fluctuations and drops in market value for Anheuser-Busch InBev.
The new partnership with Gillis is seen as a strategic move in Bud Light’s marketing strategy amid its efforts to make a comeback.
The controversy surrounding Bud Light was ignited when Dylan Mulvaney, a transgender influencer with a substantial following, promoted a Bud Light contest on Instagram.
The repercussions of the Bud Light controversy have reverberated across various sectors. The beer brand’s sales plummeted, and the company faced criticism from both conservative and liberal consumers. The fallout also prompted Bud Light’s parent company, Anheuser-Busch, to take action, with its CEO expressing intentions to address the matter in a public statement.
As the aftermath of the Bud Light controversy continues to unfold, questions remain about the long-term implications for the brand, as well as the broader implications for corporate partnerships with LGBTQ+ influencers and communities.
The controversy has sparked discussions about the role of brands in supporting diversity and inclusion and the potential consequences of failing to do so.