On Friday’s “CNN This Morning,” co-host Don Lemon dismissed the controversy surrounding Bud Light using transgender influencer Dylan Mulvaney to promote its beer as “crazy” and “ridiculous.” .
“The backlash, the boycott, the support for the beer company Bud Light when they launched a new ad campaign featuring transgender activist and influencer Dylan Mulvaney,” Lemon explained.
After playing a social media video of Mulvaney holding a Bud Light can with an influencer’s face on it, Lemon mocked critics: “So the buzzword ‘woke’ is brought into the mix once again, people have their Demanded to dump the beer along with posting the video. Boycott.”
However, he noted, “Despite all of this, one expert tells CNN that once the social media backlash goes up, the long-term benefits of a company taking a cultural stand like this can be more impressive.”
Turning to CNN business and politics correspondent Vanessa Yurkevich, Lemon remarked, “Look, I think it’s crazy, but I want you to go through it — walk us through it.”
“It’s been a tough couple of weeks for Bud Light and Dylan Mulvaney,” Yurkevich admitted.
The reporter then cited some of the “backlash,” specifically highlighting singer Kid Rock “shooting Bud Light cases” with a rifle and posting the video to social media.
Yurkevich also pointed to the backlash from popular media figures like Howard Stern and Joe Rogen, who both defended Bud Light’s decision.
“This is not the first time we have seen a cultural backlash. We’ve seen this with other brands. Nike also works with Dylan Mulvaney. Nike, if you remember, they had an ad with Colin Kaepernick when he started kneeling during the national anthem and what happened with Nike ended up with Colin Kaepernick winning an Emmy Award for that particular commercial. ,” he said.
Yurkevich then quoted marketing expert Tim Leake, who told CNN, “There have been many cases of brands expanding their business as a result of taking a strong stand that has resulted in some criticism, but the main audience. An even stronger engagement with.”
He argued that Bud Light was reaching a “younger demographic.”
Lemon was confused by the controversy, admitting, “I don’t understand — so what if a transgender drinks Bud Light? How does that affect you?” He added, “So what difference does it make? I really don’t understand it.”
Yurkevich tried to explain the critics’ point of view, “I think people are upset because Bud Light has been around since the 1980s, it’s a very all-American brand.”
“Isn’t Mulvaney an American?” Lemon asked.
Yurkevich argued that Mulvaney was “having a fun time with Bud Light, but some people are taking it—taking it a little hard.”
“Yeah, that’s ridiculous,” Lemon concluded dismissively.
