Bud Light’s partnership with transgender influencer Dylan Mulvaney has led some critics to call for a boycott, but such campaigns often have failed to deliver a meaningful blow
Bud Light’s partnership with transgender influencer Dylan Mulvaney has led some conservative critics to call for a boycott, generating headlines and social-media posts including a video of musician Kid Rock shooting a rifle at cases of the beer, but such campaigns often have failed to deliver a meaningful blow.
“Bud Light just needs to withstand the 72-hour media storm and to hold on to what they already know: that the product cycle for profit is longer than the media cycle,” said Kate Wolff, founder and chief executive of marketing agency Lupine Creative.Bud Light parent Anheuser-Busch InBev AB says that it works with hundreds of influencers and that a commemorative can with Ms. Mulvaney’s faceBud Light was mentioned 1.08 million times on social media in the 11 days following Ms.
AB InBev has a history of marketing to LGBT consumers and receiving criticism for those efforts from some conservative leaders, said Allyson P. Brantley, associate professor of history and director of honors and interdisciplinary initiatives at the University of La Verne in California. “Unless you have a really well-organized boycott with clear messaging…the boycott just becomes kind of vindictive and performative. We see this on both sides of the political spectrum,” she said.Social-media-driven boycott movements have grown more common in recent years amid increased political and cultural polarization and a desire among many consumers for brands to take stances on sociopolitical issues, marketing experts said.
In another incident, hashtags such as #CancelSpotify began trending on social media last year after rock star Neil Young said Spotify Technology SA was spreading false information about Covid-19 vaccines
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