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Case Study

Anheuser-Busch InBev: Dylan Mulvaney and the World of Influencers

Brady, B., Wallick, J., O’Rourke, J. S. (editor)
December 6, 2023
SKU:
BUS-009741
Region: 
North America
Topic: 
Marketing & Sales, Ethics & Social Justice
Length: 
12 pages
Keywords: 
Anheuser-Busch InBev, Bud Light, Dylan Mulvaney, Celebrity Endorsements, corporate communication, Corporate Advocacy, social media, social issues, Brand Management
Copyrighted by: 
University of Notre Dame
Student Price: 
$4.00 (€3.68)
Average rating: 
0

This case examines the interaction of corporate communication, brand influencers, and social media. In 2023, Anheuser-Busch InBev agreed to a professional promotional relationship with trans-advocate Dylan Mulvaney. As a result, backlash from anti-trans critics has substantially damaged the Bud Light brand Additionally, this case explores the increasing consumer demand for companies to become corporate advocates on behalf of social issues. 12 pp. Case #23-09 (2023)

Learning Outcomes: 

1. To understand partnerships between brands, influencers & endorsers within the company and business context.

2. To showcase a failed attempt of a company to respond and communicate effectively when one of its influencers experienced hate mail and comments from the company’s consumers.

3. To demonstrate practices of effective corporate advocacy for social issues within the business context.

4. To encourage discussion regarding the best approach to a stakeholders’ backlash towards a brand’s influencers or endorsers.