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In addition to Alissa Heinerscheid, two other executives from that agency had to be put on leave over the disastrous Dylvan Mulvaney partnership with Bud Light. The company Captiv8 specializes in “end to end influencer marketing” and works in social media. Anheuser-Busch CEO Michel Doukeris insists that Mulvaney was only one post as opposed to a campaign. The backlash has been fierce.
The agency is in panic mode
There maybe more fallout. An unnamed source said, “Internally, the company was in serious panic mode,” and that there’s a lot of chatter about ramifications yet to happen.
It’s understandable that Captiv8 is concerned. There has been no advertising campaign or post in recent memory that’s aroused so much fury toward Bud Light or Mulvaney.
The Bud Light executive who came up with the Dylan Mulvaney campaign is now gone from the company. I told you this boycott was working. We got actual results. A victory for Team Sanity.
— Matt Walsh (@MattWalshBlog) April 22, 2023
The agency caused cases to be left on shelves
In addition to that, the two executives responsible for the decision have been put on leave. Daniel Blake, another marketing VP, was put on leave just a few days later.
The loss has been enormous at a $27 billion dollar market drop since working with Mulvaney. This has hit their bottom line so heads have rolled. Captiv8 may not acknowledge any roles in this.
The agency will be making more changes
Budweiser’s global marketing vice president Todd Allen replaced Alissa Heinerscheid. Conservative pundit Matt Walsh called her removal a victory for “Team Sanity”. Boycotts can work.
Heinerscheid had criticized the brand’s past, but that “past” is still paying customers. In a March interview she said, “Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.” A spokesman of Budweiser said their marketing arm had been overhauled
“so that our most senior marketers are more closely connected to every aspect of our brand’s activities. These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
