Beer giant Anheuser-Busch faces the consequences of a marketing controversy surrounding transgender celebrity Dylan Mulvaney.
As a result, the company has announced a temporary redesign for its Bud Light and Budweiser aluminium bottles to regain consumer trust, according to a report by the New York Post.
The publication quoted an insider saying that the redesign will primarily focus on the aluminium bottle packaging, although specifics are yet to be confirmed.
Camouflage print and “Folds of Honour” programme to feature in bottle redesign
One reported redesign plan includes creating a camouflage print and images representing the “Folds of Honour” programme. The programme supports the educational scholarships of families of fallen and disabled service members and first responders.
This move by Anheuser-Busch aims to demonstrate its commitment to supporting noble causes and appeal to a wider consumer base. The company hopes this new design will help restore its reputation and attract customers who value social responsibility.
Conservative backlash and decline in sales
Anheuser-Busch faced strong criticism from conservative circles after sending Mulvaney a promotional Bud Light can featuring her face to celebrate her first full year as a trans woman. This marketing move sparked outrage and led to widespread calls for boycotts of the company’s products.
The negative fallout from the controversy is evident in the latest sales figures. Data obtained by Bump Williams Consulting and NielsenIQ shows a significant decline in Bud Light sales, down 23.4% year over year in April 29.
Anheuser-Busch is now grappling with the impact of this backlash and striving to rectify the situation through its planned bottle redesign.
As the company prepares for this temporary rebranding initiative, it remains to be seen whether the new packaging will successfully mitigate the damage caused by the marketing fiasco and win back the trust of consumers.
