Bud Light marketing VP explains what inspired her to update ‘fratty, out of touch’ brand with inclus

[mystery-ak]

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.”

more
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/

[mountaineer]

“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.

Not much of a businesswoman, if she doesn't grasp that those "fratty" beer drinkers are exactly who buys this crap (although they'll settle for Keystone or Busch, if they can't afford the Bud Light). In any event, the tranny drinkers she thinks she's attracting won't make up for the former Bud Light drinkers she's alienated and who are switching to Miller or Coors products.

[Wingnut]

Not enough Bud Light to make the Tranny a 10 at 2.

[Smokin Joe]

Not much of a businesswoman, if she doesn't grasp that those "fratty" beer drinkers are exactly who buys this crap (although they'll settle for Keystone or Busch, if they can't afford the Bud Light). In any event, the tranny drinkers she thinks she's attracting won't make up for the former Bud Light drinkers she's alienated and who are switching to Miller or Coors products.

Coors is all on board with the alphabet agenda, too.
Golden, Colorado is another former Front Range mining town gone all liberal, like so much of Colorado (Aspen, for example got its start mining silver and lead).

[mountaineer]

Coors is all on board with the alphabet agenda, too.

I know. It's hard to find a manufacturing company - whether of beer or widgets - that's isn't toeing the woke line. It's just that AB Inbev, maker of Bud Light, is getting all the attention this week.

[Smokin Joe]

I know. It's hard to find a manufacturing company - whether of beer or widgets - that's isn't toeing the woke line. It's just that AB Inbev, maker of Bud Light, is getting all the attention this week.

Back in the day (when I drank) Miller Lite was reasonably palatable (for a light beer).

Of course, there was 3.2 beer around then (kidney flush) and 'light' beer had no appeal to many of us.

[DefiantMassRINO]

Naragansett Beer, for the out of touch.

[Free Vulcan]

Basically I'm to the point of cutting out all the expenses I can, live simply, then use the extra cash to pay a little more for local and regional brands, and give Big Corporate the financial boot.

[DCPatriot]

Basically I'm to the point of cutting out all the expenses I can, live simply, then use the extra cash to pay a little more for local and regional brands, and give Big Corporate the financial boot.

 

[Kamaji]

[mystery-ak]

Alissa Heinerscheid

[Wingnut]

Alissa Heinerscheid

Wonder when he transitioned?

[sneakypete]

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 inmclusivity,” 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.”

more
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/

@mystery-ak

How can he/she/it/undecided even tell the difference between a man and a woman when even THEY don't know what they are?

[sneakypete]

Alissa Heinerscheid

@mystery-ak

Just out of curiousity,what does the typical Jew think about trannies?

Asking because I have no idea. Are they allowed to attend religious services?

[catfish1957]

Alissa Heinerscheid

The fact this person has children's artwork behind Him(er) is a really bad sign by itself.

And rainbows?  Hmmmm....

[Kamaji]

Alissa Heinerscheid

Looks like a fake-fem to me.

[240B]

Doesn't matter what the 'intent' was. That thing they chose to represent them is the worst possible choice. He/It is hideously repulsive. He is repulsive to EVERYONE. Men, women, and even homosexuals are disgusted by his screw ball mockery of what he thinks a woman or a gay man is.

And putting him in a bathtub with obvious sexual overtones was creepy as hell. This marketing campaign will join New Coke as one of the worst ideas in American retail. And like New Coke, it will be presented as an MBA case study in failure for the next 50 years.

[mystery-ak]

@mystery-ak

Just out of curiousity,what does the typical Jew think about trannies?

Asking because I have no idea. Are they allowed to attend religious services?

I'm not Jewish so I don't know..

[andy58-in-nh]

@mystery-ak

Just out of curiousity,what does the typical Jew think about trannies?

Asking because I have no idea. Are they allowed to attend religious services?

It's a cultural rather than a religious thing.

Jewish conservatives like me probably feel the same way you do about it: disgusted and grossed-out.

My big-city liberal Jewish cousins seem to think it's "brave", or something. As though celebrating mental illness was something of which to be proud.

[roamer_1]

Not much of a businesswoman, if she doesn't grasp that those "fratty" beer drinkers are exactly who buys this crap (although they'll settle for Keystone or Busch, if they can't afford the Bud Light). In any event, the tranny drinkers she thinks she's attracting won't make up for the former Bud Light drinkers she's alienated and who are switching to Miller or Coors products.

Big mistake. HUGE.

That Bud Light car at NASCAR  is more symbolic of their (former) clientele... And homo crap don't play with folks that would be fans of NASCAR.

Tractor Supply is into this tranny crap up to its lips too. Can you believe it? TRACTOR-FRIGGIN-SUPPLY.

I will never cross their threshold. 

[roamer_1]

Not enough Bud Light to make the Tranny a 10 at 2.

Yabut... Tequila. 

[roamer_1]

Anybody want to take bets on when Alissa Heinerscheid gets fired?

I am betting she doesn't make it through next week.

[LMAO]

Anybody want to take bets on when Alissa Heinerscheid gets fired?

I am betting she doesn't make it through next week.

She isn’t going anywhere

In fact, I wouldn’t be surprised if she gets promoted

[roamer_1]

https://www.youtube.com/watch?v=xzyz3GuZbUM

[roamer_1]

She isn’t going anywhere

In fact, I wouldn’t be surprised if she gets promoted

Oh, I don't think so... This is every bit as bad as JCPenny, or maybe even worse.

Heads are going to HAVE TO roll.

[Kamaji]

I dunno; the stock price doesn't seem to be doing too badly.

[roamer_1]

I dunno; the stock price doesn't seem to be doing too badly.

It wouldn't yet. They won't feel it financially until after they have to restock their warehouses... And after they find that they have not been moving beer, THEN (30-60 days) the bills come due.

[Kamaji]

It wouldn't yet. They won't feel it financially until after they have to restock their warehouses... And after they find that they have not been moving beer, THEN (30-60 days) the bills come due.

Well, if that's coming, and everyone knows it, wouldn't it show up in the stock price beforehand?  If everyone knows the company is going to get hammered by unsold inventory, why would they continue to hold the stock and wait around for it to happen?

[roamer_1]

Well, if that's coming, and everyone knows it, wouldn't it show up in the stock price beforehand?  If everyone knows the company is going to get hammered by unsold inventory, why would they continue to hold the stock and wait around for it to happen?

I don't think it will take that long... The hue and cry will have the effect necessary... This is seriously bad. There are merchandisers and bar owners already talking about the backlash... It's baked in already. And growing.

[Kamaji]

I don't think it will take that long... The hue and cry will have the effect necessary... This is seriously bad. There are merchandisers and bar owners already talking about the backlash... It's baked in already. And growing.

Then it would have shown up in the stock price.  So far, the stock price is not down that far.

[mountaineer]

Wabøøsh!
@wabooshka

Wait until you see the Bud Light swimsuit calendar, it's gonna be nuts!
2:49 PM · Apr 10, 2023

[catfish1957]

I dunno; the stock price doesn't seem to be doing too badly.

There is an old axiom that sometimes bad publicity is better than none at all in the business world.  Example I like to use, is have you ever seen or heard the worst and most obnoxious ads, sometimes local, that often have awful jingles?  Many examples of sales have rocketed.

 Seen it work both ways. But in this particular case, I am leaning toward the "backfire" camp. 

[Wingnut]

Do you think millions of redneck-lookin' joint's like the Dew Drop Inn are gonna continue to sell Bud Light to fella's with green teeth?   Seriously, Normal hard working folk who stop in for a beer or two in bars and juke joints across the country will make or break the woke In-Bev.

[Kamaji]

Do you think millions of redneck-lookin' joint's like the Dew Drop Inn are gonna continue to sell Bud Light to fella's with green teeth?   Seriously, Normal hard working folk who stop in for a beer or two in bars and juke joints across the country will make or break the woke In-Bev.

I would expect all of that to happen; however, if the result was going to have a material impact on the company's bottom line, and the company was publicly traded, I would also expect to start seeing it in the stock price.

[andy58-in-nh]

Perhaps they thought they'd be able to start promoting Drag Queen Happy Hours....

[240B]

I would expect all of that to happen; however, if the result was going to have a material impact on the company's bottom line, and the company was publicly traded, I would also expect to start seeing it in the stock price.

BUD stock fell today by $2 on the open and has a larger than usual number of Sell recommendations. Trying to recover, but it could be what is called a 'dead cat bounce'. I personally do not think the Budweiser brand will ever be the same.

[roamer_1]

Then it would have shown up in the stock price.  So far, the stock price is not down that far.

Yeah... That's what JCPenny said too... 

[roamer_1]

There is an old axiom that sometimes bad publicity is better than none at all in the business world.  Example I like to use, is have you ever seen or heard the worst and most obnoxious ads, sometimes local, that often have awful jingles?  Many examples of sales have rocketed.

 Seen it work both ways. But in this particular case, I am leaning toward the "backfire" camp.

Oh you ain't seen nothin' yet. This will be one for the books.

[Kamaji]

Whatever.  The market isn't following the anecdote.


The price doesn't seem to factor in a sudden decline due to the new ad campaign:  https://finance.yahoo.com/quote/Bud?ltr=1

[roamer_1]

BUD stock fell today by $2 on the open and has a larger than usual number of Sell recommendations. Trying to recover, but it could be what is called a 'dead cat bounce'. I personally do not think the Budweiser brand will ever be the same.

Saw a feller on Youtube walking around to Walmarts in FL on Easter weekend... Evidently most stores were closed, so where you likely had to go to buy beer was Wally World... Which makes sense.

So every store he went to, the beer aisle was pretty trashed. Big name beers were pretty gone... But there was Budweiser and Bud Light in abundance. Nobody is buying it.

[roamer_1]

Whatever.  The market isn't following the anecdote.


The price doesn't seem to factor in a sudden decline due to the new ad campaign:  https://finance.yahoo.com/quote/Bud?ltr=1

Yeah... whatever is fine... Just give it some time.

Rednecks have hit 'Oh Hell No!'... And you don't come back from that. Watch and see. I'll bet I'm right.

[240B]

Saw a feller on Youtube walking around to Walmarts in FL on Easter weekend... Evidently most stores were closed, so where you likely had to go to buy beer was Wally World... Which makes sense.

So every store he went to, the beer aisle was pretty trashed. Big name beers were pretty gone... But there was Budweiser and Bud Light in abundance. Nobody is buying it.

Rednecks and Frat Boys give each other a world of shit all the time. Now that Budweiser has stamped itself a 'gay beer', nobody wants to touch it. And on top of that, trannies and gays do not drink beer so they lost on all sides.

[roamer_1]

Rednecks and Frat Boys give each other a world of shit all the time. Now that Budweiser has stamped itself a 'gay beer', nobody wants to touch it. And on top of that, trannies and gays do not drink beer so they lost on all sides.

I think that's right... Redneck and blue collar are all the same. Shop dogs ain't much different than the boys working the oil patch, or cowboys or farmers... And Bud Light is probably in more beer fridges than any other.

A loooong tradition in the Good Ol Boys networks - If someone treats you right, you show up with a cold pack in a brown bag at the end of the day to thank the shop... Just hand it to em, and say. "thanks, this is for the beer fridge"... And you will keep getting favors from em...

Bud Light has been an accepted standard in that... To be fair, Miller MGD or Lite works too... If you don't know what the shop drinks...

They truly don't understand their market. FAFO. Them boys don't go for that homo sh*t.

[240B]

[Lando Lincoln]

A loooong tradition in the Good Ol Boys networks - If someone treats you right, you show up with a cold pack in a brown bag at the end of the day to thank the shop... Just hand it to em, and say. "thanks, this is for the beer fridge"... And you will keep getting favors from em...

That is the ethic I grew up on. Learned it well. My sons have it. And it will never be an A-B product.

[sneakypete]

I'm not Jewish so I don't know..

@mystery-ak

Me,either. Maybe someone who is will fill us in on this?

[sneakypete]

It's a cultural rather than a religious thing.

Jewish conservatives like me probably feel the same way you do about it: disgusted and grossed-out.

My big-city liberal Jewish cousins seem to think it's "brave", or something. As though celebrating mental illness was something of which to be proud.

@andy58-in-nh

Thanks!

I have to admit that surprised me. All that I "know" about big-city Jews is what I have seen on tv,and every time it was the "fundy Jews" (right term?) in NYC who still wear the "uniform" every day and follow all the fundie Jewish rituals. I know there is NEVER a shortage of lefty Jews,no matter how much we want lefty shortages,but honestly had the impression the "black suit wearing "traditional" Jews" were the majority.

Always meant to try to attend a traditional Jewish religious service,but never got around to it.

[sneakypete]

Big mistake. HUGE.

That Bud Light car at NASCAR  is more symbolic of their (former) clientele... And homo crap don't play with folks that would be fans of NASCAR.

Tractor Supply is into this tranny crap up to its lips too. Can you believe it? TRACTOR-FRIGGIN-SUPPLY.

@roamer_1

I gotta admit,that one shocked me. I am not a betting man  by ANY standards,but I probably would have bet against  THAT happening.

I will never cross their threshold. 

I don't want to,but probably will. If I want or need some "rural-related" parts,it is either drive to the local Tractor Supply,or add at least 100 miles to my trip to see IF I can find it somewhere else.

[sneakypete]

Anybody want to take bets on when Alissa Heinerscheid gets fired?

I am betting she doesn't make it through next week.

@roamer_1

She won't get "fired". She will resign because of some sort of family emergency,aliens from another solar system landing in her backyard,or maybe to join the Peace Corps if they will have  her.

It's all about the PR.

[sneakypete]

I would expect all of that to happen; however, if the result was going to have a material impact on the company's bottom line, and the company was publicly traded, I would also expect to start seeing it in the stock price.

@Kamaji

Serious question.

I almost know less than nothing about the Stock Market,but isn't it possible that the people in the stock exchange that run around wearing drawers that cost a thousand bucks might have a diffferent
point of view on something like this,than "those damn retarded rednecks!" might have?

If there has EVER been a case with such a wide (correct word?) "class distinction" than one that has the redneck Nascar fans on one side and the multi-millionaires/Billionaires on the other?