Anheuser-Busch has cut ties with the third-party ad agency at the center of the partnership with transgender influencer Dylan Mulvaney.
A letter was sent to Anheuser-Busch distributors confirming that the agency is no longer employed by the company, according to sources cited by the New York Post. This comes after Daniel Blake, an executive for marketing at Anheuser-Busch covering mainstream brands, took a leave from his role, and Bud Light Vice President of Marketing Alissa Heinerscheid was placed on leave in late April.
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The company sent one personalized can to Mulvaney, who subsequently made two posts with the can. Bud Light sales for the week ending on April 15 following the posts were down 21% in volume, and then in the days between April 17 and April 22, Bud Light sales were down 26.1% from what they were a year ago, according to Connecticut-based Bump Williams Consulting, a firm specializing in the alcoholic beverage industry.
Anheuser-Busch purportedly offered its front-line employees and wholesalers financial support as the backlash continued. Employees, including delivery drivers, independent distributors, and sales representatives, have faced the brunt of Anheuser-Busch’s financial battering following the partnership with Mulvaney.
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Anheuser-Busch also employed lobbying firm Origin Advocacy with GOP roots in Congress in an attempt to undo the damage caused among its conservative consumer base.
