Earlier this year, Bud Light generated a lot of criticism when the company decided to partner with transgender social media influencer Dylan Mulvaney, gifting her a personalized can of the iconic tailgate beer.
The partnership led to a boycott from many conservatives. After the boycott caused a substantial dip in sales, one competing CEO has a message of warning.
This week, Heineken CEO Dolf van den Brink opened up about the situation Bud Light faces, making it clear that while brands have to “stand for your values” you also have to be “balanced” in how you do it.
“Particularly in the Western world, we do see a lot of polarization in society. And that’s affecting all players, all actors in society, also businesses and also brands,” Heineken’s Dolf van den Brink told CNBC’s Squawk Box Europe.
“You have to be thoughtful, you have to be balanced. And at the same time, you need to stand for your values and your principles. And we try to do that to the best of our abilities.”
It’s clear that Bug Light did not consider how emotional and easily offended their conservative consumer base is when they chose to partner with Dylan Mulvaney.
[CNBC]
