Heineken CEO Dolf van den Brink discussed what he thinks brands should do in terms of marketing after Bud Light received backlash for its partnership with transgender influencer Dylan Mulvaney.
Heineken CEO Dolf van den Brink discussed Monday what he thinks brands should do in terms of marketing after Bud Light received backlash for its partnership with transgender influencer Dylan Mulvaney. that brands “have to be thoughtful” and “be balanced,” adding, “And at the same time, you need to stand for your values and principles.” That, he said, was something Heineken tries to do “to the best of our abilities.
“So far, I’m proud of how our brand teams across our operating companies are navigating this new world,” he told the outlet. The backlash that Bud Light and maker Anheuser-Busch have been experiencing started in early April, not long after the company created and The Heineken CEO also noted his company has observed “a lot of polarization in society” that was “particularly in the Western world,” which he said was “affecting all players, all actors in society.”Additionally, van den Brink told CNBC that the company was “ramping up our marketing and selling expenses very significantly by 0.2 billion in the first half of the year” despite “all the challenges outgoing.” Heineken CEO Dolf van den Brink says brands “have to be thoughtful” and “balanced.
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