ST LOUIS, MISSOURI: Dylan Mulvaney, a transgender activist, and a Tik Toker, recently unveiled a Bud Light campaign that has drawn criticism from some quarters. Mulvaney argued that her detractors misunderstand her and are picking on her since she is new to the transgender community in response to the criticism.
Mulvaney stated on Rosie O'Donnell's podcast, "The reason that I think I am so... I'm a target because I'm so new to this. Additionally, Mulvaney pointed out that more seasoned transgender campaigners might be less sensitive to criticism. Anheuser-Busch, the parent company has also spoken in its defense after coming in the eye of the storm from transgender activists.
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'These people they don't understand me'
"I think going after a trans woman that’s been doing this for like 20 years is a lot more difficult. I think maybe they think that there’s some sort of chance with me… But what is their goal?"
Mulvaney maintained that her efforts are meant to be positive and inclusive, "These people, they don’t understand me, and anything that I do or say then somehow gets taken out of context and is used against me and it’s so sad because everything I try to put out is positive. It’s trying to connect with others that maybe don’t understand me. It’s to make people laugh or to make a kid feel seen."
The company's market valuation has lost $3 billion in value
Mulvaney dismissed the criticism but Anheuser-Busch, the Bud Light campaign's parent corporation, has taken a heavy hit. Since the beginning of the campaign, the company's market valuation has lost $3 billion in value. The marketing team responsible for the campaign, including VP of Marketing Alissa Gordon Heinerscheid, remains in position, and Anheuser-Busch has stood behind the promotion.
All hell broke loose when Bud Light delivered a few drinks to Dylan Mulvaney, an influencer, at the beginning of April. Mulvaney responded by posting a video of herself drinking the beers while costumed as Holly Golightly from Breakfast at Tiffany's, celebrating March Madness and her first year of "womanhood." Her picture was on one of the cans. It was a promotion for a sweepstakes contest in which participants could win $15,000 from Bud Light by bringing in videos of themselves carrying a lot of beers as part of a paid sponsorship contract.
