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.
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.
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.