If you’ve ever seen the hit series Mad Men, you can understand there is nothing worse for an ad agency than dropping the ball with an idea for a client that completely backfires, costing them millions (if not, billions) of dollars in revenue. This agency is now in panic mode ever since the Dylan Mulvaney and Bud Light partnership began.
According to sources who spoke with the New York Post, an advertising agency involved in Bud Light’s collaboration with transgender influencer Dylan Mulvaney is reportedly facing significant internal distress.
Captiv8, a company based in San Mateo, California, facilitated the partnership between Mulvaney and the beer brand, resulting in an advertising campaign that has caused Bud Light to suffer losses exceeding $27 billion in sales and market value.
Insiders revealed that employees within the agency were engaged in extensive discussions following the aftermath of the campaign. One source, speaking to the Post, expressed that there was a prevailing sense of panic internally. The source added that the company was in a state of serious distress.
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Captive8, established in 2015 by Krishna Subramanian, has been known for its expertise in managing media partnerships with prominent companies such as Walmart, American Express, Twitter and KraftHeinz, as stated on its website.
In a previous interview with the Wall Street Journal in February, Subramanian emphasized the significance of viral marketing, which was likely a goal when Captive8 proposed incorporating Bud Light’s brand into Mulvaney’s Instagram posts.
He described TikTok as a platform that guides consumers to the checkout line, emphasizing its potential as a marketing vehicle. It’s safe to say that this campaign did the exact opposite.
As a result of the immense controversy surrounding the campaign, Alissa Heinerscheid, Bud Light’s former Vice President of Marketing, had been placed on leave. The controversy has garnered attention from celebrities, led to international mockery, sparked free beer campaigns, and even prompted congressional inquiries.
President Donald Trump also joined the conversation, stating that “money does talk” after loyal consumers abandoned the brand in favor of its competitors.
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