The loss of market share that you claim does seem to be in question, this link goes into the affects 3 years later
And basically states things like they are glad the made that ad, then did not apologize for it, and it is questionable if they actually lost any money because of it, as they have an array of products including for women who may have bought more because of it.
I have to agree with this. And combined with Gillette, I think both unquestionably hit a nerve, it called a spotlight to issues that many on the right don’t want to acknowledge, and are guilty of being on the wrong side on. I think thats why they are not getting apologies.
I don’t think you guys appreciate the horror of having to see a Black mermaid, an interracial couple eating cereal with their kids, or that LGBTQ people exist in the same marketplace as straight white men.
Those boycotting are basically the same as Rosa Parks.
Nope, it is to avoid a big lawsuit when a bigoted employee thinks that they speak for the whole company when they do a bigoted thing that they mistakenly thought it was still ok to do to a minority.
This “marketing campaign” consisted of creating exactly one can with a trans persons face on it, which was shown exclusively on that trans person YouTube channel. None of the people protesting Bud Light would ever have seen this can, if it hadn’t been seized on by right wing cultural warriors looking for another club to attack queer people with.
Bud Light didn’t stop advertising to their “normal demographic.” They didn’t change their marketing to that demographic one bit. Nobody was being forced to drink Bud out of rainbow cans. Nobody was being forced to see ads featuring Dylan Mulvaney’s face. This “marketing campaign” wasn’t about following any agenda other than, “find more markets to sell our beer.” It had zero effect on any of the people engaging in this boycott, it took nothing from them, it changed nothing in their lives. They are, very literally, just angry that trans people exist. That’s it. That’s all there is to this.
Well, there’s the insight of the century for you. Do you also have a sneaking suspicion that the Pope might be Catholic?
Sending promotional goods to influencers so they will talk about it IS a marketing campaign. They do it so the influencer will talk up the product to all of their followers, which in Mulvaney’s case is over 10 million people. That’s 20 times the reach of CNN.
And in fact it was going to be a much bigger campaign:
So this was part of an ongoing harassment campaign, and not a reaction from Bud drinkers? From your link:
“As Mulvaney’s social media star rose, the brand endorsements began rolling in; she has since worked with brands including Ulta Beauty, Instacart, and Kate Spade. But wherever Mulvaney goes, right-wingers follow to harass her, mock her transition, and yell at whoever offers her support or sponsorships. In October last year, after Mulvaney interviewed President Biden for the online news publication NowThis , Congressional Republicans including Rep. Marjorie Taylor Greene (of course) and Sen. Marsha Blackburn singled Mulvaney out for transphobic harassment on a national scale, calling her a “fake woman” and labeling her gender expression as “absurdity.” Conservatives even jumped down her throat for carrying tampons in her purse in case someone else needed them.”
This is just not true. They didn’t make a new marketing campaign, as others pointed out. It was just reaching out to a specific streamer. But let’s say they did.
Appealing to trans people is not appealing to a tiny demographic. As I already pointed out, 75% of straight people support marketing products to LGBT people. That’s a strong majority, even without taking the 10% or so of LGBT people into account.
“Go woke, go broke” is not actually true. It’s a bit of rhetoric created by the right to try and manifest their desires into reality. They cherry pick the examples where an attempt to appeal to certain demographics backfire, but ignore the overall trend.
The overall trend is clearly to go “woke.” Heck, it’s the only reason rainbow capitalism even exists. Corporations only respond to pride month because it make them money. Disney didn’t dare go against DeSantis for altruistic reasons.
“Go woke, go broke” is just another part of the right wing culture war, the war they started because they are losing ground. The demographics are against the bigots.
Yeah, 10 million people who voluntarily subscribe to her channel. The point, obviously, is that nobody was going to have to see a trans person shilling beer unless they were already a part of her viewing base. They weren’t stocking cans with her face in the Piggly-Wiggly. They weren’t running ads featuring her during the Super Bowl. None of the people involved in this boycott would ever have known this “marketing campaign” existed if they hadn’t been told about it and instructed to direct their hatred at it.
That’s very likely the overall reason for this fuss, yes – that, and the people who funded this trying to manipulate political opinion by getting potential voters worked up about it.
That wasn’t the reason you gave for making the post I was replying to, however; so I was wondering whether you had a different sort of answer to my question. Are you saying that the reason you, yourself, object to the TikTok outreach is because it involves someone trans?
Instagram, actually. I said TikTok upthread, but was mistaken. But yes, a 48 second video that was never seen outside this woman’s followers. I doubt anyone on the right has even seen it, they just know to be angry because a trans woman exists.
As I said, marketing isn’t my area of expertise. But I do occasionally follow a college buddy who is an expert in social medial and disruptive marketing. You know - TikTok videos and influencers and all that shit.
I also get to listen to the incoherent racist rantings of some of my wife’s right wing relatives and posts of some of more douchey Wall Street tech-bro friends.
But as I understand it, that’s how it works when something “goes viral”. This isn’t even “going viral”, this is “the news”. All you have to do is start telling a bunch of racist, close-minded people that the are putting transvestites on the can of their favorite beer and watch them lose their mind.
Heck, I almost told my wife’s aunt the “summer shandy” I was drinking was Budweiser’s new brand of gender-fluid beer just to incite a rise out of her.
