Approaching Sodom > Another Bud Light Exec bites the dust; Now Maybelline getting pushback for influencer Mulvaney

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Second Bud Light marketing exec placed on leave after

Dylan Mulvaney backlash

By Isabel Keane

April 24, 2023 9:18am  Updated

A second Bud Light senior marketing executive has been placed on leave following backlash and calls for a boycott over the brand’s recent partnership with popular transgender influencer Dylan Mulvaney, according to a report.

Daniel Blake, who oversees marketing for Anheuser-Busch’s mainstream brands, stepped back from his role Sunday, according to the Wall Street Journal.

It was reported Friday that another executive — the brewer’s vice president of marketing who was behind the campaign, Alissa Heinerscheid — was taking a leave of absence.

“Given the circumstances, Alissa has decided to take a leave of absence, which we support,” an Anheuser-Busch spokeswoman told the Journal. “Daniel has also decided to take a leave of absence.”

I'll bet they both had some help with those decisions.

People familiar with the matter told the Journal that the decision to take leave was not voluntary.

The intense backlash began after Bud Light partnered with Mulvaney, a popular transgender influencer with over 10 million TikTok followers who rose to fame chronicling her gender transition on social media.

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Maybelline sees boycott over partnership with Dylan Mulvaney

By Ronny Reyes

April 26, 2023 12:24pm  Updated

Maybelline is the latest company facing boycotts over its partnership with transgender social media influencer Dylan Mulvaney.

The backlash has stemmed from a TikTok that Mulvaney, 26, posted showing off the cosmetic line while celebrating her 365th day of publicly identifying as a woman.

“Getting glam for my Day 365 show with @maybelline #maybelline partner,” Mulvaney wrote in a video that has amassed nearly 200,000 likes.

The promotional post spurred protests against Maybelline, similar to the wave of boycotts against Anheuser-Busch’s Bud Light for featuring the transgender influencer in an ad on social media. Many have taken to social media to blast Maybelline for partnering with Mulvaney, calling on others to also stop purchasing products from the makeup company.

One TikTok user wrote: “Thank you. I won’t be buying this product.”

Dylan Mulvaney promoted Maybelline in preparing for her 365th show.

dylanmulvaney/Instagram

Over on Twitter, one user wrote: “The latest fools to employ Dylan Mulvaney are make-up company Maybelline. Get woke, go broke.”

Another Twitter user added: “Time for #BoycottMaybelline to trend, since Maybelline used Dylan Mulvaney as their sponsor.”  

Maybelline and its parent company, L’Oreal, did not immediately respond to The Post’s request for comment.

It remains unclear if the calls to boycott Maybelline will gain as much traction as the one against Bud Light, which has seen sales for the beer plummet, according to the latest data from an industry research firm.

Data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.

The Mulvaney campaign has unleashed a torrent of negative publicity for Anheuser-Busch, which announced Friday and over the weekend that the marketing executives responsible for tapping Mulvaney — Alissa Heinerscheid and Daniel Blake — are taking leaves of absence.

Along with Bud Light and Maybelline, Mulvaney has partnership deals with Nike, Amazon Prime, KitchenAid, OkCupid and others.

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