Bud Light's parent company's executive wins ‘marketer of the year’ award despite Dylan Mulvaney move losing them £15bn
Bud Light has received backlash following a campaign with transgender TikTok star Dylan Mulvaney
PA/ Instagram
The marketing executive chief for Bud Light's parent company received an award for “creative marketer of the year" in spite of a disastrous partnership with transgender influencer Dylan Mulvaney.
Marcel Marcondes landed the award at the “Oscars for the advertising industry” before the beer brand lost almost $20billon following backlash from the marketing campaign with Mulvaney.
Distributors of Anheuser-Busch, Bud Light's parent company, were left “spooked” by their falling sales in April this year.
The drop in sales was reported in midwestern and southern America, most particularly in rural areas.
Marcel Marcondes landed the award at the “Oscars for the advertising industry” before the beer brand lost almost $20billon
Insider/ YouTube
Earlier this week, Marcondes told advertising peers at the Cannes Lions marketing conference in France that the Mulvaney saga served as a “wake-up call” for the industry.
However, the marketing chief did not apologise for the Mulvaney partnership — which the company has blamed on an unnamed third-party marketer.
Marcondes said: “In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers, for us to be very humble."
AB InBev is “really reminding ourselves of what we should do best every day, which is to really understand our customers, which is to really celebrate and appreciate every customer that loves our brands, but in a way that can make them be together, not apart,” he added.
Marcondes was named the winner of the annual award before the Mulvaney controversy erupted, however it has been claimed the boss should decline the prize in light of the boycott, according to the Wall Street Journal.
The company has lost nearly $20 billion (£15 billion) in value since Mulvaney posted images and video promoting Bud Light.
The TiKTok star, who describes herself as one of “the most privileged trans women in America” published a video of herself drinking a Bud Light in the bath.
Just days before Mulvaney’s partnership was unveiled, Alissa Heinerscheid, vice-president of marketing at Bud Light, said she wanted to modernise Bud Light from a “brand of fratty, kind of out-of-touch humour”.
Dylan Mulvaney is a 26-year-old trans influencer who shared videos on TikTok
ReutersBrendan Whitworth, who is head of AB InBev’s US operations, said Bud Light’s parent company will cut checks to wholesalers and distributors.
Last Thursday he said “the discussion surrounding our company and Bud Light has moved away from beer” as he announced a three-step plan to revive the tarnished brand.
Salespeople at the beer company have faced “abusive language”, the “middle finger” and homophobic slurs after the 26-year-old transgender influencer joined forces with Bud Light.
Bud Light staff noted an increase in disparaging behaviour after Mulvaney started promoting the beverage.