Good day all. The creator of the disaster that is the Bud Light Year of the Tranny marketing campaign is now on a “Leave of Absence” from her position. Alissa Heinerscheid has been replaced as the Vice President of global marketing.
I’ve written about the massively epic failure of this campaign as have pretty much everyone on Earth. The short version is that Heinerscheid decided to use a guy in a dress, Dylan Mulvaney for their “Year of the Woman” advertising campaign. To say that this was a bad idea would not be an understatement. To date, Anheuser-Busch has lost between $5-$10 billion dollars in sales and market capitalization since this debacle began. Now Anheuser-Busch appears to have taken the first steps in terminating Alissa Heinerscheid. Here are some of the details from the Post Millennial:
The controversial marketing exec behind Bud Light’s partnership with Dylan Mulvaney has taken a leave of absence as the boycott against the beer brand rages on.
Ad Age reports that “Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser.”
I suspect that Mr. Allen is going to be doing a great deal of “Clean up on aisle three!” for the next few months. This fiasco is going to be used as an example of “what not to do” in business schools for decades to come.
In an interview on the Make Yourself At Home podcast from March 23rd, Heinerscheid revealed that the brand was in decline and they needed to “attract young drinkers… then there will be no Bud Light,” which led to the controversial partnership with trans TikToker Dylan Mulvaney.
First, regarding there being no Bud Light, that won’t be any great loss. They’ll just have to find another way to dispose of all the urine the Clydesdale’s produce. Second, what in the name of good beer not sold by Anheuser-Busch possessed Heinerscheid to think putting a mentally ill man in a dress on a can of beer was going to bring in more consumers? Isn’t the first thing they teach you in marketing school is to know your customers and don’t piss them off?
Heinerscheid also recently suggested that the brand she represents should distance itself from its “fratty” past, despite having participated in frat culture herself as a young woman.
I followed the link to the other Post Millennial story and it goes into the details of Ms. Heinerscheid’s days at Harvard. Pictures were posted of here from something called the “Isis Senior Reverse Initiation Scavenger Hunt.” Basically she was bombed boiled and baked, much as any 20 year old would be at a collage party. As for the Isis Club?
The Isis Club was established at Harvard in 2000 to “provide a positive environment and social network for women to flourish.” An article in the university newspaper around the time the photos of Heinerscheid were taken, however, described the scene of the club’s gatherings as a “haven of inebriated ditzes.”
Well, I guess that she must have missed the class on “How not to piss of your customers” due to a massive hangover. She’s also coming across as yet another A.W.F.U.L. (Angry White Female Urban Liberal) who has all the tolerance for views that don’t align with hers we’ve come to expect from people of her…mindset.
The targeting of young people and the endorsement of Mulvaney, who larps as a young girl on TikTok, led to a powerful boycott of Budweiser products.
It wasn’t just Bud Light drinkers who saw this and stopped drinking the beer, it’s effecting the entire product line.
Kid Rock, John Rich, Travis Tritt and others have pulled their support for the embattled beer brand.
There is a boycott of Bud Light and I gather it’s spreading out to other brands under Anheuser-Busch. Kid Rick mad his displeasure known rather graphically. He machine-gunned a few cases of Bud Light. Putting Alissa Heinerscheid pasture, so to speak is not unexpected. It should have happened a couple of weeks ago when this fiasco exploded like a can of beer left in the sun on a hot summer day in Arizona.
I expect her formal termination will be announced in the next few weeks. People at her level are generally not walked out the door with a box full of their possessions. One thing I think we can be certain about, her career in marketing is over. The Dylan Mulvaney disaster will rank right up there with the Schlitz “Drink Schlitz or we’ll kill you” campaign. No one will hire anyone who was involved in this multi-billion dollar disaster.
Thatisall
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