Axios urges you to share ‘festive joy’ with Bud Light
Once-beloved beer brand fights for relevance after partnership with trans activist tanks sales
What happened: The Axios affiliate in Charlotte, N.C., ran an Instagram ad encouraging its followers to “Celebrate the season and spread some holiday cheer” with Bud Light, the controversial beer brand famously associated with transgender influencer Dylan Mulvaney.
Why it matters: America used to be great. Under President Donald Trump, for example, Americans loved life and freely wished each other “Merry Christmas.” However, under President Joe Biden, 81, our freedom has diminished, and woke brands demand that we celebrate the “holiday” by hiding warm cans of woke, subpar beer around the house.
Crucial context: Bud Light was the top-selling beer brand in America until April 2023, when Mulvaney began posting Bud Light-sponsored content on social media, including a video of Mulvaney enjoying Bud Light in a bathtub.
• This partnership enraged Bud Light’s predominantly conservative customer base, resulting in a significant decline in sales.
What they’re saying: Instagram commenters were unimpressed, labeling the Axios holiday advertisement as “cringe” and something ”literally no one wants.”
• One user likened Bud Light to “the ex who won’t leave you alone.” Another user wished the brand luck while acknowledging, “I don’t think anything can save Bud Light after that trans flop.”
Of note: Mulvaney recently performed in front of a pathetically small audience at Penn State University.
What’s next: Who knows? Perhaps the Walt Disney Company will remake The Santa Clause, originally starring Tim Allen, with Kitara Ravache (former congressman George Santos’s drag queen alter ego) in the lead role.
Go deeper: American Commercials Used To Be Great. Then Woke Stepped In.
How has the partnership between Axios and Bud Light faced backlash and affected sales?
Verall atmosphere has changed. Traditional values and norms are being challenged, and companies are feeling the pressure to adapt and cater to a more diverse and inclusive society. The partnership between Axios and Bud Light, despite its good intentions of spreading holiday cheer, has faced backlash and tanked sales due to its association with a controversial trans activist.
Bud Light, once a beloved beer brand, is now fighting for relevance in the market. The brand’s decision to partner with Dylan Mulvaney, a transgender influencer, has ignited a wave of criticism and controversy. Mulvaney, who has been vocal about their gender identity and activism, has a significant following, especially within the LGBTQ+ community. However, their association with Bud Light has had unintended consequences.
The Instagram ad posted by Axios in Charlotte encouraged followers to celebrate the holiday season and spread some holiday cheer with Bud Light. However, the ad received mixed reactions, with many expressing their disappointment and anger towards the brand. Traditional values and those who uphold them feel alienated and marginalized in a society that seemingly prioritizes progressive ideals.
This controversy and subsequent decline in sales highlight the cultural divide present in America today. The chasm between those who embrace progressive change and those who long for the past has deepened, and companies are caught in the middle. Bud Light’s attempt to align itself with a prominent figure in the transgender community may have been well-intentioned, but it failed to resonate with a significant portion of its consumer base.
The shifting landscape of American society can be attributed, at least in part, to the change in leadership. Trump’s presidency was marked by a nostalgic appeal to traditional American values, including the celebration of Christmas. However, Biden’s presidency has brought about a different tone and a greater emphasis on inclusivity and diversity. This change in leadership has inevitably influenced the business environment and the decisions companies make regarding their marketing strategies.
This episode serves as a cautionary tale for companies seeking to navigate this cultural divide. Brands must tread carefully when aligning themselves with controversial figures or supporting causes that may be polarizing. While embracing diversity and inclusivity is an admirable goal, it is essential to consider the potential backlash and the impact it may have on sales and brand perception.
Ultimately, the story of Axios’ partnership with Bud Light and the subsequent backlash underscores the challenges faced by companies in an increasingly fragmented society. Traditional values are pitted against progressive ideals, and brands must carefully navigate this divisive landscape. In the quest for relevance and market share, staying true to a brand’s core values while appealing to a diverse customer base is a delicate balancing act. Only time will tell if brands can successfully navigate these turbulent waters and find a way to bridge the cultural divide.
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