Budweiser is making efforts to recover from the fallout of a disastrous partnership with transgender TikTok star Dylan Mulvaney by announcing a new collaboration with motorcycle brand Harley-Davidson.
In a recently released advertisement, Anheuser-Busch unveiled the partnership, adopting a masculine tone with a mechanic working on a motorcycle while a deep-voiced narrator emphasized the importance of resilience and attention to detail.
The ad showcases limited edition Budweiser cans featuring Harley-Davidson branding, targeting individuals who exhibit dedication and passion in their craft. The advertisement concluded with the familiar slogan, “This Bud’s for you.” Anheuser-Busch’s association with Dylan Mulvaney earlier this year, where they sent her a commemorative can, drew significant backlash, leading to widespread boycotts and a reported $15 billion loss in value for the company.
Budweiser trying to recover and teams up with Harley Davidson in new advertising to attract “manly” men. This Bud is a dud. pic.twitter.com/eCyAfQKliS
— SweetPeaBelle (@SweetPeaBell326) May 26, 2023
To win back customers, Anheuser-Busch has taken several steps, including offering free beer to lure them back. They initiated a $15 rebate on beer cases priced at $14.99. As Memorial Day approaches, the company has also introduced aluminum bottles featuring a camouflage design and imagery related to the “Folds of Honor Program,” which provides scholarships to the families of fallen soldiers, disabled military members, and first responders.
Additionally, Anheuser-Busch sought to distance itself from the controversial partnership by severing ties with the marketing firm responsible for the collaboration. However, this move caused the company to lose its perfect score on the Human Rights Campaign (HRC) Corporate Equity Index (CEI), prompting members of the LGBTQ community to withdraw their support.
The negative response to Anheuser-Busch’s actions has reverberated in other boycott calls as well. Retail giant Target recently scaled back its in-store “Pride” offerings following revelations that they were selling items designed by a Satanist who advocated for child sex changes.
