Dylan Mulvaney expressed disappointment that Bud Light hasn’t picked up a comedic pitch for its next advertisement, despite the fact the brand has been working for months to distance itself from the social media star.
Mulvaney, a biological man who identifies as a woman, was at the center of a panel discussion during South by Southwest on Sunday under the theme “When Beer Goes Viral: The Role of Brands & Media in Fighting Hate.” The conference, which continues through Saturday, puts on discussions, exhibitions, lectures, and the like surrounding the film and music industries.
“I think humor can be very healing, and I think it can appeal to both sides,” Mulvaney said.
Mulvaney has long publicly pitched an ad for Bud Light, in which the influencer, with the premise involving sitting at a bar when a cowboy arrives, and they are both seen drinking a beer. “There’s room for all of us beer drinkers in this town,” Mulvaney suggested as the tagline for the imaginary ad.
Bud Light has not featured Mulvaney in a television ad, but it was Mulvaney’s post on TikTok with a customized can that went viral and set off a firestorm against Bud Light. Mulvaney’s post has been viewed over 4.1 million times.
Amid all the controversy, Mulvaney continued to claim that Bud Light has not reached out. Mulvaney also added that “certain brands didn’t even continue speaking with me” following the controversy.
“I think of [Bud Light] kind of like a parent, where the parent doesn’t put a stop to something, then the bullying can continue,” Mulvaney went on. “These brands need to step up.”
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Bud Light’s parent company, Anheuser-Busch, lost about $395 million in United States sales by August of last year and its coveted spot as the top-selling American beer, which then went to its rival Modelo, a Mexican beer.
The senior marketing officials involved with the Mulvaney promotion were subsequently placed on leave, which resulted in the company cutting ties with a third-party advertising agency. Anheuser-Busch has since been trying to win back customers by revamping its image with new ads and a partnership with the UFC.