In an attempt to recover from the fallout caused by partnering with transgender TikTok star Dylan Mulvaney, Anheuser-Busch released an ad unveiling a new partnership with iconic American motorcycle brand Harley-Davidson.
The ad took a masculine tone with a mechanic working on a motorcycle while a deep-voiced narrator said, "The greatest legacies are built with grit and resilience, one detail at a time."
"Limited edition Harley-Davidson, Budweiser cans," the ad continued, "For those who give everything to their craft, this Bud's for you."
Anheuser-Busch has been desperately trying to win customers back after they sent Mulvaney a commemorative can with the TikToker's face on it to celebrate Mulvaney's milestone of publicly performing girlhood via the "356 days of girlhood" for an entire year in April. This sparked massive boycotts, and soon thereafter a $15 billion loss in value, according to the Daily Mail.
The brand has gone as far as to give customers free beer to come back, offering rebates on cases of beer.
With Memorial Day approaching, Anheuser-Busch started printing aluminum bottles with a camo pattern and images of the "Folds of Honor Program," which provides scholarships to family members of fallen soldiers and disabled military members, and first responders.
They also attempted to distance themselves from the controversy by cutting ties with the marketing firm responsible for the partnership. This attempted distancing from Mulvaney has caused the company to lose its perfect score on the Human Rights Campaign (HRC) Corporate Equity Index (CEI), which caused many in the LGBTQ community to stop supporting the company as well.
The Budlight backlash has been referenced in other calls for boycotts recently as well. Target recently scaled down its in-store Pride offerings after backlash over it's collection for so-called "trans kids" and items that were designed by a Scottish trans Satanist who offers pins with the image of Satan and the caption "Satan loves your pronouns." The removal of these items from both retail stores and online was reportedly part of an attempt to avoid a "Bud Light situation."
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