AdAge.com reports that the person who led the Budweiser Light controversial campaign that featured a transgender social media influencer has taken a “leave of absence,” and has been replaced.
The beer brand was widely criticized for featuring Dylan Mulvaney, who often represents an underage girl on TikTok, as its latest beer personality.
Alissa Heinerscheid, Bud Light’s Vice President of marketing, had defended her ad campaign and said the brand needs to get away from its “fratty” reputation.
Heinerscheid is being replaced by Todd Allen, Budweiser’s vice president for global marketing, according to AdAge.
Anheuser-Busch also revamped its marketing staff so that senior marketing employees are “more closely connected” to the “brand’s activities,” a spokesperson told AdAge.
Heinerscheid’s sudden departure from the company happened three weeks after the Mulvaney face appeared on cans of Bud Light, and Mulvaney shared a video on social media about her newfound beer partner.
Mainstream media reported that the decision to celebrate Mulvaney’s one year of being a “woman” had sparked a “right-wing boycott” of the beer. And, in fact, there was a backlash to the campaign that looked like it had staying power.
Kid Rock shot at cases of the Bud Light and posted the stunt on Instagram. Country musician Travis Tritt said he would remove Anheuser-Busch products from his tour rider. One social media influences used a truck to run over cases of Bud Light, and others found creative ways to destroy the beer. One account by “Conservative Dad” launched a new brand of “Ultra Right” beer.