What happens when you put out a marketing plan that destroys a brand that has been around for decades?
Well, you slink away in disgrace.
That is what just happened to Bud Light’s marketing VP, Alissa Heinerscheid.
Bad Idea
Heinerscheid was the brainiac that decided it would be a good idea to recruit a transgender nutjob to represent Bud Light.
If she wanted to promote the brand as being inclusive, I can think of 100 ways that would be better than putting a man with clear mental issues into a tub, dressing like a woman, drinking the beer.
The move tanked, and so did Bud Light’s market share and the stock of the parent company.
So, Heinerscheid has reportedly taken a leave of absence, which means she is probably getting canned.
Former Anheuser-Busch executive Anson Frericks offered some insight, stating, “There’s a more fundamental problem that’s going on right now where Anheuser-Busch has to choose who it’s going to be accountable to. … Will it be its shareholders? Or its so-called stakeholders? Let me explain.
“Historically, Anheuser-Busch has been accountable to its shareholders, which are people like firefighters, doctors, lawyers that invested in companies like Anheuser-Busch via 401(K)s or their pension plans.
“Over the last couple of years, there’s been organizations like BlackRock, State Street and Vanguard that have pushed this new model of stakeholder capitalism, asking companies like Anheuser-Busch to be accountable to all these so-called stakeholders, political organizations, activist organizations.
“And they do that by implementing ESG, or environmental social governance policies, in corporations that ask them to get involved in these controversial issues.
“But unfortunately, when you try to be everything to everyone, you end up being accountable to no one.”
I doubt anyone thought this produce boycott would have the impact it did, but for once, a boycott is actually working, and heads are starting to roll!
Source: Fox News
