Bud Light’s Twitter and Instagram accounts have gone dark since the company’s transgender marketing campaign, as boycott calls surge and stocks plummet.
Last week, social media users began calling to boycott Bud after the company made a beer can that celebrates the transgender Mulvaney’s ‘365 days of girlhood.’
Bud drinkers were outraged that the company had turned from sports and masculinity to the ‘gender is whatever you say it is’ crowd.
Since the controversial decision, Bud’s stock has dipped by -3.06%.
The company’s Twitter silence is much longer than its normal habit of daily or near daily posts. Bud Light’s Twitter account hasn’t posted since April 1, and its Instagram account has been silent since March 30.
Meanwhile, numerous figures such as country star Travis Tritt and Kid Rock said they won’t be buying Bud beer anytime in the near future, if ever again. Kid Rock shared a video of himself shooting up a few cases of bud with an assault rifle. One TikTok user showed a video of a steamroller flattening hundreds of cases of Bud beer.
Last week, a video of Bud Light’s new marketing director Alissa Heinerscheid emerged, which was released just before the public outrage. In the video, Heinerscheid said the Mulvaney marketing campaign was meant to attract a new generation of beer drinkers with different values.
“We need to evolve and elevate this incredibly iconic brand,” she said.
“And what I brought to that was a belief in, Okay, what does evolve mean to me? It means inclusivity, it means shifting your tone, it means having a campaign that’s truly inclusive and feels lights, brighers, different, and appeals to women and to men.”
“Bud light had been kind of a brand of fratty, kind of out of touch humour and it was important we had another approach,” she added.
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