Bud Light - March Madness, ft. Dylan Mulvaney (2023)

In 2023 there was a huge controversy about the collaboration between Bud Light and transgender Tik Tok influencer Dylan Mulvaney, which led to a boycott, a huge drop in sales, the axing of some responsible managers and... a LOT of free publicity. But it was not the first time that Bud had done some “Marketing the Rainbow“, and other brands had collaborated with trans persons without many problems, so why the big fuss? Dylan Mulvaney is an American actress, comedian, and TikTok personality. She is known for detailing her gender transition in daily videos on TikTok since early 2022. As of April 2023, Mulvaney has more than 10 million followers on TikTok, and almost 2 million in Instagram, while her video series, Days of Girlhood, has received over one billion views. Clearly, her audience is large and attentive, so it is no wonder that companies like to work with her. Bud Light did so for March Madness in 2023. Read my blog on Bud for Marketing the Rainbow here: studies/cs-fmcg/budweiser