The ongoing controversy surrounding a Bud Light ad campaign, a transgender TikTok star, and a beer boycott has created a perfect storm of outrage. This situation exemplifies the constant cycle of manufactured anger that has become all too familiar in our society. If you haven’t been paying attention, you may have missed the questionable decision by Anheuser-Busch to partner with Dylan Mulvaney, a transgender woman and TikTok sensation, for the March Madness basketball tournament.
In a misguided attempt to seal the deal, Anheuser-Busch sent Mulvaney a Bud Light beer can adorned with her image to celebrate her viral “Year of Girlhood,” in which she shared her experiences as a transgender woman. As one would expect, this plan did not go according to plan and instead, sparked outrage and absurdity. Personally, I didn’t have a “Year of Girlhood” like Mulvaney’s, I had my own unique experiences growing up. While I did enjoy playing with “boyish” toys like bow and arrows, nobody ever suggested that I actually wanted to be a boy. So, it’s interesting to see how Mulvaney’s journey challenges traditional notions of gender.
Megyn Kelly, who has criticized Mulvaney’s content on TikTok and Instagram, argues that Mulvaney and other trans women are mocking womanhood and girlhood. Kelly advocates for allowing people to express themselves but also emphasizes the need to respect individual boundaries. She raises valid points that are often left unsaid due to fear of being labeled “transphobic.”
It’s important to note that being labeled as “phobic” implies an irrational fear or aversion towards something. However, most people simply struggle to comprehend the concept of changing one’s sex through medical procedures or hormone therapy. This lack of understanding doesn’t necessarily indicate animosity; it’s more about questioning the societal shifts and their potential impact on children. It’s worth mentioning that Mulvaney’s audience is primarily young people who are below the legal drinking age.
What I find troubling is the manipulation of young minds through targeted marketing and the exploitation of divisive issues for political gain. Anheuser-Busch’s attempt to be trans-friendly by partnering with Mulvaney may have inadvertently alienated conservative consumers. Soon after Mulvaney’s collaboration, a boycott against Bud Light gained traction, resulting in a significant drop in sales. The LGBTQ+ community also expressed their disapproval of how Mulvaney was discarded by the company. Then came Kid Rock, who added fuel to the fire by releasing a video in which he used his AR-15 to shoot at Bud Light cases while hurling expletives at Anheuser-Busch. The situation only worsened from there.
In an effort to rectify the situation, Anheuser-Busch tried pandering to its former core consumers, heterosexual men who enjoyed beer. They launched new ad campaigns featuring limited-edition beer cans designed for veterans and hunters. These ads played into various stereotypes, with men depicted as grunting, beer-guzzling individuals. Unfortunately, this attempt to win back customers backfired as many men were put off by the pandering. The boycott remained intact.
Meanwhile, in the U.S. Senate, Senators Ted Cruz and Marsha Blackburn are calling for an investigation into Anheuser Busch’s partnership with Mulvaney, suggesting that the company may have violated laws against marketing beer to children. It’s perplexing how these senators can be simultaneously alarmed about children becoming transgender and consuming alcohol. The situation highlights the confusion and contradictory attitudes that exist in our society when it comes to identity and gender.
Ultimately, Anheuser-Busch’s decision to exploit a real-time identity crisis unfolding on TikTok for marketing purposes is the true story here. After Bud Light abandoned her, Mulvaney found solace in Peru, where she discovered personal happiness through shaman ceremonies and self-reflection. Perhaps when she returns, Mulvaney can teach us all a valuable lesson: true happiness comes from within, not from external validation or the number of followers we have on social media.
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