Bud Light and Dylan Mulvaney
Campaign · 2023
A sponsored Instagram post preceded a boycott and a 23% US weekly sales drop year-on-year.
Numberonepal🐝
@numberonepal · Apr 2, 2023
🧵 This is what's up with everyone talking about Bud Light if you see some memes flying around... "Dylan Mulvaney is the new brand ambassador for Bud Light."
Spread Score
How it worksNumbers
- Seed to peak proxy
- 5 days
- Apr 1 ’23 to Apr 6 ’23
- Platforms
- 7
- Started on Instagram
- Origin
- Mixed
- Food & beverage
How it spread
Trace the originA sponsored Instagram video prompted boycott calls and beer-destruction videos on Twitter and TikTok. Bud Light’s retreat drew a second boycott from LGBTQ bars. Retail sales fell, and Modelo displaced it as the top-selling US beer in May.
Proxy date; not a directly measured attention peak.
Timeline (16)
April 2023
Join free to see why it worked and the other 13 events. Free, on every case.
Spread the same way
Do this
- 1Plan creator support and crisis decisions before a sponsored post goes live.
Every number (11)
- Kid Rock response on Twitter only; ~50M, April 7 report“which has been viewed nearly 50 million times”50M[7]
Press (7 outlets)
- Apr 6, 20235 days in
CBS News · Bud Light partnership with trans TikTok star Dylan Mulvaney prompts conservative backlash
You’ve seen 1 of 3 steps, 1 of 11 numbers and 1 of 7 outlets. Pro opens the rest, with all 22 sources.