"This is an exclusive that was sent to us and we identified," Crowder said, bringing up a financial document showing that Mulvaney was paid $185,000. Crowder surmised that with numbers like those, Bud Light had likely been planning to consider the marketing partnership.
Bud Light lost some $390 million in the marketing disaster, and $6 billion in lost value. The chief marketing officer was forced to step down amid the controversy and heavy losses. The brand was forced to "spend heavily" on new marketing that did not feature trans influencers in an attempt to fix the beer's image.
Mulvaney posed with the beer on his TikTok page while wearing pearls and a tiara. Mulvaney even drank the beer while reclining in the tub. The backlash was swift and furious as drinkers abandoned the beer in droves and turned to other brands.
For his part, Mulvaney then posted videos and engaged in interviews talking about how painful it was to be the target of vitriol. Mulvaney recently won a "woman of the year" award from a gay magazine in the UK, and has many other partnerships, with KitchenAid, Kate Spade, and cosmetics brands among them.
Mulvaney, who catapulted to stardom for documenting his transition to "girlhood" on TikTok became the face of many brands only for conservatives to run screaming from those brands. Bud Light, however, was the biggest loser.
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