Bud Light marketing VP explains what inspired her to update ‘fratty, out of touch’ brand with inclusivity
5–6 minutes
Transgenderist Dylan Mulvaney may be basking in woke praise for the moment, but should Bud Light suffer lasting damage from his marketing promotion, he may well have to share the spotlight with an actual woman as the face of that sinking ship.
The near future for the marketing team at Anheuser-Busch wasn’t looking brighter after a recent interview with a Bud Light vice president went viral where she derided the brand’s traditional “fratty” image in her push for woke alternatives. Joining the “Make Yourself At Home” podcast on March 30, Alissa Heinerscheid, vice president of marketing foretold the direction of the brand ahead of Mulvaney’s coming out as a beer influencer unlike “fratty” predecessors.
“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 a 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,'” she contended.
“So I had this super clear mandate. Like, we need to evolve and elevate this incredibly iconic brand and my — what I brought to that was a belief in — okay, what does evolve and elevate mean? It means inclusivity,” Heinerscheid excitedly argued. “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. And representation is sort of the heart of evolution. You gotta see people who reflect you in the work.”
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https://www.bizpacreview.com/2023/04/10/bud-light-marketing-vp-explains-what-inspired-her-to-update-fratty-out-of-touch-brand-with-inclusivity-1348513/