As the fallout for Bud Light continues, a video of the brand’s marketing VPtalking about her intention to update the product’s “fratty” and “out of touch” image and replace it with “inclusivity” started making the rounds on social media.
Alissa Heinerscheid did an interview with the podcast “Make Yourself At Home” on March 23. In it, the marketing exec talked about her goals for revamping the Bud Light brand image. This was just prior to customers finding out about Bud Light entering a brand partnership with transgender activist Dylan Mulvaney, which led to calls for boycotts.
The beer brand helped celebrate the anniversary of Mulvaney’s “365 Days of Girlhood” by sending the influencer a custom-made can featuring Mulvaney’s face. The TikTok star also posted several ads to Instagram, which included the hashtag “#budlightpartner.”
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,'” Heinerscheid said during the interview.
She went on to describe that she had a “super clear” mandate “to evolve and elevate this incredibly iconic brand.” Heinerscheid said she aimed to incorporate “inclusivity, it means shifting the tone, it means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.”
