Anheuser-Busch InBev has swapped out its marketing leadership and placed two executives on leave after a disastrous decision to partner with a transgender influencer Dylan Mulvaney
Alissa Heinerscheid, Vice-President of Marketing at Bud Light, and her boss Daniel Blake, Group Vice President of Marketing for Anheuser-Busch, have both been placed on leave following the public uproar over Bud Light’s partnership with transgender influencer Dylan Mulvaney.
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To fill the void left by Heinerscheid’s departure, Todd Allen, VP of Global Marketing for Budweiser, has been appointed Vice President of Marketing for Bud Light, according to Ad Age. Meanwhile, the brewer is busy streamlining its marketing function to bring its most senior marketers closer to the brand’s activities. One might wonder if they’re also quietly doing some damage control, trying to salvage their brand from the jaws of the woke monster they invited to dinner.
Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser. https://t.co/PXtm8hsi2A
— Ad Age (@adage) April 24, 2023
In a statement, a company spokesperson emphasized that their primary focus is brewing great beer for all consumers while positively impacting communities and the country. Anheuser-Busch might finally be realizing that pandering to the radical left isn’t the most effective way to achieve those goals.
Heinerscheid appeared on Make Yourself at Home on March 30, discussing her mandate to promote inclusivity—an idea that some critics have labeled as part of a “woke” agenda. As a result of the partnership with Mulvaney, Daniel Blake, Anheuser-Busch’s Group Vice President of Marketing, has also been placed on leave, as reported by WSJ. Skip to 25:16 for Heinerscheid’s mandate on inclusivity.
Now, both Heinerscheid and Blake find themselves benched and in the hot seat, with an Anheuser-Busch spokesperson stating that they have decided to take a leave of absence. Sources suggest that the decision was only partially voluntary, and it remains unclear who will step up to fill Blake’s shoes.
The marketing shakeup at Anheuser-Busch InBev demonstrates the company’s responsiveness to public opinion and willingness to make necessary changes. While the partnership with Dylan Mulvaney may have aimed to promote inclusivity, the company is now reevaluating its approach to avoid further controversies.
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“Anheuser-Busch InBev is committed to brewing great beer for all consumers and ensuring a positive impact in communities and the country as a whole.”
With new leadership, the company is undoubtedly looking forward to a fresh start and a refined marketing strategy that aligns with its core values.
This fiasco is another example of the dangers of diving headfirst into the world of wokeness without a life jacket. Companies that choose to cater to the whims of a vocal minority often find themselves facing backlash from the silent majority who want to enjoy a cold one without being lectured on social issues.
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