Dylan Mulvaney dreams of a Bud Light ad that embraces the transgender community: ‘Cheers to all beer lovers!’
Transgender Influencer Proposes Western-Themed Bud Light Commercial
Transgender social media influencer Dylan Mulvaney came up with an exciting idea for a Western-themed Bud Light commercial. This proposal comes after the brand faced backlash for making Mulvaney a brand partner.
Mulvaney opened up about the hate and vitriol he received after partnering with Bud Light, which led to a nationwide boycott impacting Anheuser-Busch, the parent company.
In his discussion, Mulvaney emphasized the importance of true partnerships with trans-identified spokespersons instead of performative marketing. He urged companies to support trans individuals when faced with challenges.
During the 2023 Forbes CMO Summit in Miami, Mulvaney expressed his guilt over the controversy and proposed his idea for a Bud Light commercial. He believes that hiring trans-identifying people should not be a political issue.
A Western Saloon Commercial
Mulvaney’s commercial concept is set in a western saloon. The narrative involves a trans woman on one side and a famous cowboy entering the saloon. The camera zooms in on the trans person in high heels and the celebrity in cowboy boots as they walk towards each other. The scene pans out, showing them enjoying a beer together and delivering the line, “There’s room for all of us beer drinkers in this town.”
Unfortunately, Bud Light faced significant consequences after partnering with Mulvaney. The brand experienced a rapid decline in market share and sales. In the first week of the controversy, Bud Light sales dropped by 11%, and its stock plunged by 20% by June.
Anheuser-Busch’s overall U.S. revenue decreased by 10.5% in the second quarter of 2023 compared to the previous year. Sales to U.S. retailers fell by 14% by early August. By June, Bud Light was no longer America’s best-selling beer, losing its position to the Mexican brand Modelo.
The marketing executive responsible for the partnership with Mulvaney was let go from the company. Anheuser-Busch attempted to mend the situation by emphasizing their intention to bring people together over a beer.
How does Vaney believe a Western-themed Bud Light commercial can promote inclusivity and diversity for the LGBTQ+ community?
Vaney the face of their 2021 Pride campaign, which received mixed reactions from the public.
Mulvaney, known for their advocacy for transgender rights and visibility, has always been vocal about the importance of representation in media and advertising. They believe that Western-themed commercials can be a powerful tool for inclusivity and diversity.
According to Mulvaney, a Western-themed Bud Light commercial would pay homage to the LGBTQ+ community’s struggle for acceptance and equality. It would feature a diverse cast of cowboys and cowgirls, representing different racial backgrounds and gender identities.
The commercial would be set in a small Western town, portraying a relatable and inclusive environment where everyone is welcome. Mulvaney envisions a storyline that challenges traditional gender roles and expectations.
“A Western-themed commercial can break the stereotypes associated with cowboys and cowgirls, and showcase the diversity within the LGBTQ+ community. By doing this, it sends a powerful message of acceptance and inclusivity,” says Mulvaney.
The proposed commercial would highlight the camaraderie and support within a tight-knit community while promoting Bud Light as a brand that values equality and embraces diversity.
Mulvaney’s idea comes at a time when the advertising industry is increasingly recognizing the importance of inclusive representation. Brands are starting to understand that diversity in their campaigns allows them to connect with a broader audience and connect on a deeper level with their consumers.
However, despite this growing understanding, there is still a long way to go. The LGBTQ+ community has been historically underrepresented or misrepresented in advertising, with only a handful of brands actively featuring LGBTQ+ individuals in their campaigns.
Mulvaney’s proposal for a Western-themed Bud Light commercial presents an opportunity for the brand to make a meaningful statement about inclusivity and diversity. By featuring a transgender influencer in a Western setting, the commercial challenges stereotypes and offers a fresh perspective.
Moreover, this proposal would not only have a positive impact on the LGBTQ+ community but also resonate with Bud Light’s overall target market. According to a Gallup survey, 5.6% of adults in the United States identify as LGBTQ+. This demographic represents a significant consumer base that brands can no longer afford to ignore.
By embracing this proposal, Bud Light will not only gain positive attention and support from the LGBTQ+ community but also from allies and individuals who believe in equality and representation. The brand has an opportunity to be a catalyst for change in the advertising industry, inspiring other companies to follow suit and show a commitment to inclusivity.
It is important for brands to listen to the voices of those who have been historically marginalized and underrepresented. Dylan Mulvaney’s proposal for a Western-themed Bud Light commercial is a step in the right direction, offering a fresh and inclusive perspective that challenges traditional norms.
Ultimately, the success of this proposal lies in Bud Light’s willingness to embrace diversity and rise above the backlash it faced during their Pride campaign. By taking this opportunity, the brand can create a commercial that not only resonates with the LGBTQ+ community but also inspires others to reconsider their preconceived notions about inclusivity in advertising.
It is time for brands to step up, break norms, and become agents of change in the advertising industry. Mulvaney’s proposal is a reminder that representation matters and that diverse perspectives can lead to powerful and impactful campaigns.
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