Selling piss
Amelia Robinson is The Columbus Dispatch's opinion and community engagement editor. In the wake of the Bud Light/Dylan Mulvaney controversy, she weighed in on the debate with an opinion piece, fearlessly wielding her incomplete grasp of the situation.*
Kid Rock, Travis Tritt and a host of transphobic Bud Light lovers apparently have missed a basic business fact known by any 6-year-old who has ever successfully sold lemonade: beverage makers want to sell beverages.
Amelia Robinson, What Kid Rock can learn about Bud Light and Dylan Mulvaney from 6-year-old Robinson, The Columbus Dispatch
What Robinson doesn't explain, however, is whether those same six-year-olds also know that alienating a large proportion of your established customer base, by partnering with a social media influencer who's best described as polarising
, so as to pander to less than 5% of the population, is not an intelligent marketing strategy. Or do they save that for second grade business studies, as part of the ESG backhanders module?
Just asking for a friend, whose six-year-old is trying to sell him a bridge.
* I came across Robinson's opinion piece only today, and simply by accident. It's undated, although the URL suggests it was published five weeks ago, on 07.04.2023, before Bud Light sales plummeted. While Mulvaney may have been the catalyst for the collapse in sales, the situation was made far worse by Bud Light's VP Marketing, Alissa Heinerscheid, deriding the brand's core base of piss-swiggers.