Bud Light’s senior marketing director liable for Dylan Mulvaney’s controversial ad campaign has taken a leave of absence, in response to the report.
Alissa Heinerscheid, vp of popular beer marketing, might be replaced by Budweiser vp of world marketing, Todd Allen, AdAge reported on Friday.
Heinerscheid has been leading the brand since June. It’s unknown if her alternative might be everlasting.
The move got here as Bud Light and its parent company Anheuser-Busch faced massive backlash over their partnership with Mulvaney, a transgender influencer who rose to fame by posting her gender reassignment on social media.
To finish her transformation, Mulvaney dubbed her “365 Days of Girlhood,” the beer maker sent the activist custom-made cans along with her face on them, which she revealed in an April 1 Instagram post with the hashtag #budlightpatner. She later posted one other video of herself drinking considered one of the beers in the tub.
The day before Mulvaney announced the partnership, Heinerscheid was interview on the podcast “Feel at home” where she discussed her work transforming the Bud Light brand from its “fraternal” and “detached” humor right into a beer company that embraces integration.
![Alissa Heinerscheid, Bud Light's vice president of marketing](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009990502.jpg?w=1024)
![Dylvan Mulvaney drinks Bud Light](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009336139-7.jpg?w=1024)
“I’m a businesswoman, once I took over Bud Light, I had a extremely clear job to do, and it was, ‘This brand has been taking place, it has been taking place for a extremely very long time and if we do not attract young people, drunks will come and drink this brand that has no future. donut light,Heinerscheid said.
She said she brought a “belief” to the brand that evolving and growing means embracing “inclusivity, it means a change of tone, it means running a campaign that is really inclusive, it feels lighter, brighter and different, and it speaks to ladies and men “
It has also discredited Bud Light branding work prior to now.
![A can of Bud Light with Dylan Mulvaney's face on it](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009587610-8.jpg?w=1024)
![Todd Allen, Vice President, Global Marketing, Budweiser at Anheuser-Busch InBev](https://nypost.com/wp-content/uploads/sites/2/2023/04/NYPICHPDPICT000009990503.jpg?w=1024)
“We had that hangover, I mean, Bud Light was sort of a fraternity, sort of misplaced, and it was really necessary that we had a unique approach,” she said.
After her comments went viral amid controversy, critics called Heinerscheid a hypocrite when photos surfaced showing the principal having fun with the “fraternity” culture she had rejected when she was a student at Harvard.
Heinerscheid was ridiculed after photos from her now-deleted Facebook page showed her hunting around campus, inflating condoms like balloons and sipping beer at “boozefest” in 2006.
Despite immediate opposition from the Mulvaney partnership, Bud Light initially defended the move before half-heartedly apologizing to its loyal customers last week.
“We never intended to be a part of a discussion that divides people,” Brendan Whitworth, CEO of Anheuser-Busch InBev, said in a press release. “We’re about bringing people together over a beer.”
Within the weeks after Bud Light’s partnership with Mulvaney, Anheuser-Busch’s value fell by greater than $5 billion.