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The saying “Get woke, go broke” was for a long time just a conservative cliche, but it does not seem to be that way any longer.
Bud Light is learning that the hard way after it partnered with transgender influencer and activist Dylan Mulvaney last month for an advertising campaign that featured Mulvaney’s face on a beer can.
The backlash to the marketing decision was immediate and intense, with Bud Light’s parent company Anheuser-Busch seeing a massive drop in revenue due to anger over the advertisement.
At the time, one might have been tempted to think that this would be flash in the pan boycott that would quickly fizzle out after a few days, but it has been over a month since the controversy began, and things are only getting worse for Anheuser-Busch.
According to NBC, sales of Bud Light have continued to plummet as the backlash against the Mulvaney campaign continues. Data shows that for the week ending May 13, sales of Bud Light fell by 28.4 percent, a downward trend from 27.7 percent the previous week.
Now, an industry expert is saying that this is absolutely unprecedented in the packaged consumer goods industry.
“Nobody imagined it would go on this long,” said Harry Schuhmacher, editor of Beer Business Daily. He continued: “It seems random — it struck a nerve. I’ve never seen anything to compare it to, in all of the [consumer packaged goods] industry. It’s a real shock.”
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