The Bud Light–Dylan Mulvaney scenario is a marketing disaster, at least in regards to the resulting protests and boycotts. It’s too bad that InBev didn’t have Stan Richards consulting during the concept’s early stages.
Remember Richards’ infamous utterings that led to his resignation from the enterprise he created? When reviewing a concept for the Motel 6 account celebrating Black artists, Richards dismissed the idea as being “too Black”—and went on to contend that the campaign would not appeal to Motel 6’s “significant White supremacist constituents.”
In short, Bud Light could’ve benefited from someone standing up during the first internal review to declare, “This Dylan Mulvaney promotion is too trans—it will not play well with our significant transphobic and homophobic constituents.”
Just a thought.
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