Mulvaney was a victim of a “deluge of criticism and hate” (AP, 2023) and Bud Light faced serious backlash. As part of a March Madness promotional campaign, Anheuser-Busch sent cans of their product, Bud Light, to a transgender influencer, Dylan Mulvaney. Specially made for Mulvaney, these cans featured her face, and she proudly proclaimed them “possibly the best gift ever” on an Instagram video–recommending that her followers enjoy a Bud Light during March Madness basketball games. This seemingly positive and upbeat social media post went viral and caused much negativity from people opposed to transgenderism. To address the controversy, Bud Light released a statement that encouraged inclusivity but didn’t condemn or even directly addressed the attacks on Mulvaney. This made the LGBTQ+ community feel that Mulvaney was not being supported (Durbin, 2023) and even Mulvaney herself declared that she felt abandoned by Bud Light after facing “more bullying and transphobia than I could have ever imagined” (Press, 2023). With both the conservative community and the LGBTQ+ community upset with Bud Light, and sales plummeting, what was Bud Light to do?