The marketing genius responsible for some of Budweiser’s most iconic commercials is not pleased with the brand’s latest move. The creator of the famous “Talking Frogs” and “Whassup?” commercials has come forward to criticize Budweiser for its partnership with TikTok star Dylan Mulvaney, a transgender woman.
Robert Lachky, the marketing guru behind Budweiser’s success, expressed his frustration with Bud Light’s decision to feature Mulvaney’s face on their cans. Lachky believes that all the hard work he put into making Budweiser the number one beer in America has been destroyed in just one week. It’s a disappointing turn of events for Lachky, who worked tirelessly to build Bud Light’s reputation over the span of two decades.
Unsurprisingly, the repercussions of this controversial move have been significant. Bud Light sales are plummeting across the United States, especially in more conservative regions like Texas and Missouri, where sales have dropped by as much as twenty-five percent. This sharp decline in sales is a clear indication that Bud Light’s partnership with Mulvaney has not been well-received by consumers.
The response from Bud Light’s spokesperson attempts to downplay the situation, stating that the brand works with various influencers to connect with audiences from different demographics. They claim that the commemorative can featuring Mulvaney’s face was created to celebrate a personal milestone and was not intended for sale to the general public. However, the damage has already been done, and Bud Light’s reputation continues to suffer.
Lachky, who gained international fame for his work with Budweiser in the 1990s and 2000s, feels let down by the company he once helped shape. His iconic commercials, such as the “I Love You Man” ad and the popular “Real Men of Genius” campaign, resonated with audiences and contributed to Budweiser’s success.
Even industry experts are taken aback by Bud Light’s decision to feature Mulvaney’s face on their cans. Andrew Gilman, CEO of crisis communication consulting group CommCore, expresses concern over the potential consequences. He believes that causing a drop in stock prices and sales can be recovered, but endangering employees is a much more serious matter. This controversy serves as a cautionary tale for other consumer-facing products in America, urging them to be more cautious about any action that could harm their employees or sales.
While Lachky left Anheuser-Busch in 2009, shortly after InBev’s acquisition of the company, he still feels strongly about its current state. He attributes the recent missteps to a lack of corporate oversight since the takeover, emphasizing that the blame lies within the organization itself.
In summary, Bud Light’s partnership with Dylan Mulvaney has proven to be a significant blow to the brand’s reputation. The decline in sales, along with the disappointment expressed by industry experts and the marketing guru himself, showcases the magnitude of the situation. Budweiser’s marketing legacy and hard-earned position in the industry now hang in the balance, illustrating the importance of thoughtful decision-making and corporate responsibility.
