Trans activist Dylan Mulvaney has hit back at critics of her Bud Light campaign, insisting they ‘don’t understand’ her and have made her a ‘target’ because she is newly trans.
In an appearance on Rosie O’Donnell’s podcast, Mulvaney – who has just completed ‘365 days of girlhood’ said: ‘The reason that I think I am so…I’m an easy target is because I’m so new to this.
‘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?
‘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.’
While Mulvaney has shrugged off the criticism, the sting appears to be more lasting for Anheuser-Busch, Bud Light’s parent company that has lost $3billion in market cap value in recent days.
Dylan Mulvaney, pictured yesterday, is hitting back at critics of her Bud Light campaign, saying anyone who doesn’t like it ‘doesn’t understand her’
In the last five days, Anheuser-Busch’s share price has dipped, wiping $3billion total from the company’s market cap
The beer giant was worth $132billion on March 31st – its highest market cap all year – after a string of well received ads like its Super Bowl commercial featuring Miles Teller and his wife.
Mulvaney’s partnership dropped on April 1st.
By April 3rd, Bud Light fans started sharing their distaste for it. Kid Rock kicked their rage up a gear when he posted a video shooting cases of the beer the same day.
Then, country stars Travis Tritt and John Rich publicly denounced the brand. There were also rumors of depleted sales over Easter Weekend.
Yesterday, Anheuser-Busch’s share price dipped to $64.96 – wiping $3billion total from the company’s value.
The marketing team that oversaw the campaign, including VP of marketing Alissa Gordon Heinerscheid, remains in place.
Anheuser-Busch is also standing by the campaign.
Mulvaney shared the personalized beer can campaign on April 1 on her Instagram page
It comes after backlash the company has been receiving after beer giant Bud Light celebrated polarizing Trans activist Dylan Mulvaney in a new promotion
The company has been hit with a barrage of complaints, with many customers filming themselves pouring the liquid away
In a statement after the initial blow back, the company tried to calm conservative consumers with a statement.
‘Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points.
‘From time to time, we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney.
‘This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.’
Heinerscheid, the marketing exec hired to overhaul Bud Light’s image last year, wanted to lead a female, inclusivity revolution at the brand.
She talked proudly of placing women at the forefront of Bud Light’s ads, and adding ‘inclusivity’ as a priority.
Alissa Heinerscheid, the brand’s newly tapped vice president of marketing, shared her new vision for Bud Light late last month, and has since been met with pushback from customers
‘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 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. So I had this super clear mandate.
‘It’s like we need to evolve and elevate this incredibly iconic brand.
‘What does evolve and elevate mean? It means 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,’ she said in an interview on March 30.
Since taking the gig in July, Heinerscheid has already rolled out several adverts as part of a push to empower women – one of which features a dancing Miles Teller and his wife
This desire was felt in a February commercial titled ‘The Bud Light Carry,’ which saw a female protagonist, after buying her friends a round of beer, successfully bring the glasses to her friends without spilling a drop