I went Woke. I experimented with the wrong crowd. Now I really am going broke.

guy4321 said:
Beat me to it. This should be in the Harvard Business Review, but it won't because Alissa Heinerscheid went to Harvard! Instead, the HBR case study will say how difficult it is for a woman to lead a boys club topic. Ready for another funny article on her? From Feb 2023: Bud Light Signals New Era In Marketing

"
The Super Bowl will kick off a new marketing era for Bud Light, and a woman is at the helm for this new direction.

Alissa Heinerscheid, vice president of marketing for Bud Light, is the first woman to ever lead the popular brand.

“As the first woman to lead the biggest beer brand in the world, it’s an amazing opportunity to really evolve and elevate Bud Light, this brand I love,” says Heinerscheid.

Heinerscheid says, one strategic priority was to make sure that women were represented. “Female representation is a personal passion point of mine,” she says.
"

Yes, it's the same lady. No wonder she picked a tranny since female representation is her passion!
Click to expand...

Wokeness aside, I don't think she understands beer drinkers. She's trying to make Bud Light more appealing to people like her - pretentious white liberal young people. The problem is that these people have consciously rejected not only Bud Light but cheap redneck beer in general. Even if they like Bud going woke, they can easily find a woke craft beer. They're not going to drink ****** beer just because they put a dude in a dress on their can.
 
Mr. Deez said:
Wokeness aside, I don't think she understands beer drinkers. She's trying to make Bud Light more appealing to people like her - pretentious white liberal young people. The problem is that these people have consciously rejected not only Bud Light but cheap redneck beer in general. Even if they like Bud going woke, they can easily find a woke craft beer. They're not going to drink ****** beer just because they put a dude in a dress on their can.
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Her argument was the BL core customer population is dwindling. But just as you aren't going to create a new customer base trying to sell jacked up dual cab Ford pickups to NYC Prius drivers you're not going to make a woke Ivy Liberal a BL drinker. You have to create a new product, not try to change one that is the polar opposite of what they are currently. I think I learned that my first couple of days in MKT337.
 
Run Pincher said:
Her argument was the BL core customer population is dwindling. But just as you aren't going to create a new customer base trying to sell jacked up dual cab Ford pickups to NYC Prius drivers you're not going to make a woke Ivy Liberal a BL drinker. You have to create a new product, not try to change one that is the polar opposite of what they are currently. I think I learned that my first couple of days in MKT337.
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I get that, and that's sorta my point. I understand the dwindling customer population, but I don't think going woke is going to save them. It might make Ivy liberals like them more, but will it entice them to ditch craft beers (many of which are also woke) and buy Bud Light? I just don't see it. The craft brewers make a dramatically better product, and they're less "corporate," which also appeals to Ivy liberals.
 
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Mr. Deez said:
I get that, and that's sorta my point. I understand the dwindling customer population, but I don't think going woke is going to save them. It might make Ivy liberals like them more, but will it entice them to ditch craft beers (many of which are also woke) and buy Bud Light? I just don't see it. The craft brewers make a dramatically better product, and they're less "corporate," which also appeals to Ivy liberals.
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Since Heinerscheid is Harvard educated, I suspect she read the Marlboro case study. To review, it launched in the 1920s and successfully targeted women. In the 1950s, it still had pretty low market share since men were the predominate smokers. The signs of cigarettes causing lung cancer worried Marlboro execs so they introduced the macho Marlboro Man in advertisements to keep men from giving up smoking. The transformation worked since we all now think of it as a man's brand.

The difference between that and Bud Light is pretty stark. She got this wrong! In the 1950s, men were 50% of the available market and women didn't generally think men were mentally ill. In the 2020s, transgenders and their ardent supporters make up - what, 10% of the population? - and frat guys generally do think transgenders are mentally ill.
 
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One of the original Marlboro men was a graduate of The University of Texas, member of Phi Delta Theta, donated all his earning to the West Texas Mohair Growers Association. Woolies are only found three places in the world, with there being more in West Texas than anywhere else.
 
Sabre
You know all the best stuff.
Yes it was for cigarettes which at the time people didn't know how pernicious they were. But how cool he donated his money to a Texas industry.
 
SabreHorn said:
One of the original Marlboro men was a graduate of The University of Texas, member of Phi Delta Theta, donated all his earning to the West Texas Mohair Growers Association. Woolies are only found three places in the world, with there being more in West Texas than anywhere else.
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I bet he pulled a lot of wool.
 
These came from the link above.

"Transheuser-Busch". Seems appropriate.

"Heinerscheid said that she had a "Mandate from day 1" to woke the Bud Light brand.

Who issued the "mandate"?

Yeah, the "top execs" that just put her "on leave".

Why not fire her?

Because then she'd have a lawsuit and we'd find out the "mandate" came from the very top of InBev."

It's going to be a long climb back.
 
I agree from experience. I used to work for one of the top IT companies in the world and when the founder passed, the new executive team ran the company into the ground. Fortunately, after the Friday layoff, I had been proactive and had a job the following Monday. Others were not so lucky.
 
utahorn said:
These came from the link above.

"Transheuser-Busch". Seems appropriate.

"Heinerscheid said that she had a "Mandate from day 1" to woke the Bud Light brand.

Who issued the "mandate"?

Yeah, the "top execs" that just put her "on leave".

Why not fire her?

Because then she'd have a lawsuit and we'd find out the "mandate" came from the very top of InBev."

It's going to be a long climb back.
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Maybe her boss, Daniel Blake. They both took a LOA. If Blake didn't communicate his plan to the executive team then he certainly should be fired.
 
utahorn said:
Why not fire her? Because then she'd have a lawsuit and we'd find out the "mandate" came from the very top of InBev."
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That actually wouldn't keep her from having a lawsuit. You don't have to be fire someone to get sued for discrimination. Any "adverse employment action" is enough.

I think they declined to fire her, because they know it would put a big target on the company's back for the Left to come after it. And of course, it would make her a hero to the Left.
 
In all seriousness (not really...), why not let a drink pretending to be a beer have a spokesperson who is a man pretending to be a woman?
 
I really couldn't care less if Dylan Mulvaney wants to dress like a woman and pretend. But it galls the hell out of me when ****-for-brains corporate types pay him money for any reason whatsoever, and especially when they pay him to tell me about their products.
 
SabreHorn said:
Because I don't want them on my TV
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You may have missed the joke with the "In all seriousness (not really...)" part. To get technical, he's on Instagram not TV.

Interesting that Fox News has gone woke on transgenderism.

"The controversy began when the brand sent transgender influencer Dylan Mulvaney a personalized pack of beer that featured her likeness as part of an ad for the company's March Madness contest and to celebrate one year since Mulvaney began identifying as a woman."

Fmr Anheuser-Busch exec on Bud Light marketing VP taking leave of absence: Who will it be accountable to?
 
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