Just before Bud Light became entangled in the trans-TikTok influencer Dylan Mulvaney controversy, the beer company's Vice President Alissa Heinerscheid discussed in an interview the need to shift away from the "out of touch" frat party image to one of "inclusivity."
Heinerscheid, a middle-aged, upper income highly-educated white woman, was interviewed on the podcast "Make Yourself At Home" on March 23.
Heinerscheid stressed a need to "evolve and elevate" the Bud Light brand away from the "fraternity/out of touch humor" brand of the younger generation. She expanded on that idea:
Alissa Heinerscheid, Bud Light's VP of Marketing, doubles down on her extreme woke strategy to promote the "declining" American beer brand to "young people", while smearing her former customers as "fratty and out of touch". How's that working out for you, lady? @budlight pic.twitter.com/zNYKbMnZnu
-- Old Row (@OldRowOfficial) April 9, 2023
About a week later, likely directed by Heinerscheid and or her office, trans-TikTok influencer Mulvaney, celebrating "365 Days of Girlhood," released a short video about promoting Bud Light. The promotion garnered tremendous backlash as "Boycott Bud Light" trended on Twitter for days.
And perhaps she's just implementing 'woke' advertising to boost Bud Light's Corporate Equality Index -- social credit score.
If Heinerscheid learned anything from the Wharton School of Business, it appears to be how to destroy an iconic brand with woke ideology.