‘I don’t want to give them the satisfaction’: Dylan Mulvaney takes aim at her critics after Bud Light disaster and says she’s writing a book and wants to become known as a comedian – in new magazine interview
- Mulvaney, 26, worked with Bud Light in a April 1 campaign for March Madness and received a personalized can
- The company has faced a fierce backlash over the partnership, which has seen the value drop $27billion
- Mulvaney said she is ‘standing up for herself’ and wants to be known as a comedian or actress
Transgender influencer Dylan Mulvaney has broken her silence on her disastrous partnership with Bud Light which has seen the company shed $27billion in value since the backlash.
Mulvaney, 26, said she prefers not to name her critics ‘because it gives them the satisfaction of believing they’re on my mind.’
‘It shows my followers that I’m standing up for myself, but also pushes that their narrative is loud enough to matter,’ she told them magazine.
Mulvaney worked with the brewing giant in April as part of their March Madness campaign and was gifted a can of the light beer an image off her face.
The move immediately sparked outrage and when Kid Rock opened fire on cans of Bud Light while wearing a MAGA hat a boycott began, which has seen sales dip more than 25 percent in the past few months.
Dylan Mulvaney, 26, opened up in a new interview with ‘them’ magazine, saying she prefers not to name her critics ‘because it gives them the satisfaction of believing they’re on my mind’
The transgender TikTok star has been shrugging off criticism since she entered into a disastrous partnership with Bud Light in April to celebrate ‘365 Days of Girlhood’
The 26-year-old said she wants to be known as ‘actress Dylan Mulvaney’ or ‘comedian Dylan Mulvaney’ instead of just a TikTok trans activist
Speaking openly about the controversy for the first time, Mulvaney said: ‘No matter your gender, people will project things onto you about who you’re supposed to be. And I think we equally have to tell people our actual purpose.
‘I think so much of my purpose could be elevating others’ voices. Right now, the headlines call me ‘TikTok Trans Activist Dylan Mulvaney.’ I want to be ‘Actress Dylan Mulvaney.’ I want to be ‘Comedian Dylan Mulvaney.’
‘I never expected to have people following me, or experience such negative media attention. I walk into a room and I never know if somebody is going to really love me or really hate me.’
Mulvaney also claimed in the interview and on a post on Instagram that she is in her ‘author era’ – appearing to tease a potential book, adding ‘I’ve been doing a lot of typing in my backyard.’
The TikTok star has been shrugging off the criticism since she received the personalized beer can to celebrate ‘365 Days of Girlhood’.
She stepped out for the opening night of musical ‘Transparent’ last week and appeared happily enjoying a night of culture.
Mulvaney was also given an ‘internet influence’ gong in them magazine’s 2023 Now Awards – which described her as a ‘role model for a rising generation’.
Since the post by Mulvaney went live on her Instagram on April 1, Bud Light’s owners Anheuser-Busch has tanked more than $27 billion in market value and two of its top executives took a ‘leave of absence.’
Mulvaney worked with Bud Light in April as part of their March Madness campaign and was gifted a can of the light beer with her face on it – which sparked outrage
The trans influencer claimed in the interview and in an Instagram post that she is in her ‘author era’ – appearing to tease a potential book, adding ‘I’ve been doing a lot of typing in my backyard’
Vice President Alissa Heinerscheid stepped down over the backlash which created the biggest corporate disaster in a decade – as the VP for Mainstream Brands, Daniel Blake, also removed himself from his role.
But their sudden departure appears premature after bosses said the decision to work with Mulvaney was made by an ‘outside agency without management awareness or approval.’
When approached by DailyMail.com regarding claims that she had no idea of the campaign, Heinerscheid declined to comment – but a friend said: ‘she’s not supposed to talk about it, she can’t’, before being whisked away.
The decision to work with Mulvaney has seen sales of the beer drop consistently after the boycott, with the latest numbers dropping 23.9 percent for the week ending May 27 compared to last year.
But they are a slight improvement from last week when sales were down 25.7 percent as the company has seen a $27 billion dip in market shares.
Mulvaney was also given an ‘internet influence’ gong in ‘them’ magazine’s 2023 Now Awards – which described her as a ‘role model for a rising generation’
The decision to work with Mulvaney has cost Bud Light’s owners Anheuser-Busch $27 billion in market capitalization with sales down up to 25.7
Vice President Alissa Heinerscheid (left) stepped down over the backlash which created the biggest corporate disaster in a decade – as the VP for Mainstream Brands, Daniel Blake, (right) also removed himself from his role.
Down more than $27 billion from the $134.55 billion value of the company as of March 31 , its market capitalization fell to $107.44 billion through the end of May, as tracked by Dow Jones Market Data Group. However, the company saw a small uptick on June 1
Bud Light also lost nearly 28 percent in year-on-year volume for the week ending May 27.
Experts say that the shrinking decline in Bud Light sales could be a sign that the ‘bottom has been hit’ for the company and it could see a ‘turn-around in performance,’ according to Bumps Williams Consulting’s monthly industry report.
Anheuser-Busch said earlier this month it would triple its marketing spending in the US this summer as it tries to boost ailing sales.
The marketing decision appears to be one of the worst in American history to come from an advertising backlash.
Only J.C. Penney has beaten Anheuser-Bush and saw their shares plummet more than 25 per cent in 2012 after featuring a lesbian couple and their daughter in an advertisement.
Kid Rock shot at a case of the beer after discovering the partnership – shouting ‘F*** Bud Light, and f*** Anheuser-Busch. Have a terrific day’
They also hired Ellen DeGeneres as a spokesperson and ultimately fired their then-CEO Ron Johnsons, who defended the move.
Anheuser-Busch InBev CEO Michel Doukeris has downplayed the impact of the backlash, saying Bud Light’s US sales declines in the first three weeks of April represented only one percent of InBev’s global volumes.
‘We believe we have the experience, the resources and the partners to manage this,’ Doukeris said during a conference call with investors in May.
Bud Light has also risked losing its crown as the king of American beers to Modelo Especial, which has seen sales soar since the backlash.
Modelo was the number two beer in the US last year, posting $3.8 billion in off-premises sales, compared to $4.8 billion for Bud Light, according to Bump Williams data.
Source: Read Full Article