Posted by Richard Willett - Memes and headline comments by David Icke Posted on 14 April 2023

Sales of Bud Light have fallen off a cliff after trans TikTok personality Dylan Mulvaney was chosen to promote it

Believe me when I say: I’ll never be buying Bud Light again.

My heart sank when I saw that the beer brand, or its parent company Anheuser-Busch, had become the latest corporation to launch a partnership with the transgender TikTok personality Dylan Mulvaney to make videos promoting its product.

In one video, Dylan sported jewels, make-up and a little black dress – a parody of Audrey Hepburn as Holly Golightly in Breakfast at Tiffany’s – while brandishing personalised cans of Bud Light to celebrate a year of identifying as a woman. In another ad, Dylan was shown drinking a beer in the bath.

Of course it’s all to boost Bud’s ‘woke‘ credentials. Alissa Heinerscheid, vice-president of marketing at Bud Light, said she wanted to modernise it from a ‘brand of fratty, kind of out-of-touch humour’.

But most Americans seem to have had the same reaction as me. Sales have fallen off a cliff. Drinkers and some distributors are boycotting Bud Light, causing a slump of some 70 per cent.

Let’s hope this is the start of the death knell for corporations parading their moral credentials with absurd adverts that ignore the majority of their customers. After all, playing the woke card hasn’t worked so well for a number of brands in recent times.

This month, a Nike advert also featuring Mulvaney had her modelling a sports bra – even though Dylan doesn’t have breasts or play sport. It, too, provoked a storm of protest and a boycott by female athletes and customers, led by Olympic swimmer Sharron Davies.

It’s not just America. In 2021, a John Lewis advertisement showed a young boy in a dress and wearing make-up dancing around the house, leaving lipstick-smeared walls and a trail of destruction.

The retailer was accused of ‘sexism, agenda pushing, appropriating trans culture and sexualising children’ – and that was by Twitter users whom you’d expect to be supportive. Meanwhile, so focused was John Lewis on championing children who identified as trans, it failed to check if the home insurance policy it was promoting would actually cover the damage the child caused in the advert. It turned out it didn’t, and the ad was pulled.

Equally embarrassing was Gillette’s advert for men’s razors in 2019 calling out ‘toxic masculinity’. It turned the firm’s slogan ‘the best a man can get’ into a question – ‘Is this the best a man can get?’ – before portraying men as bullies and sex pests. Another backlash, followed by calls for a boycott.

How did they all get it so wrong? As companies, their aim should be simple: provide a beer that tastes good, a bra that supports you, insurers who’ll cough up when things go awry and a razor that shaves well. We want them to deliver on their promises, not bombard us with self-righteous messages.

Read More: Sales of Bud Light have fallen off a cliff after trans TikTok personality Dylan Mulvaney was chosen to promote it.

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