In 2023, Bud Light and its parent company, Anheuser-Bush InBev (AB InBev), faced a backlash following an advertising campaign featuring transgender influencer Dylan Mulvaney. A marketing post by the influencer sparked a national outrage, throwing Bud Light into the centre of a national transgender debate. AB InBev’s stock price dropped by 18.4 per cent and sales of Bud Light plummeted as politically right-leaning drinkers publicly boycotted the brand in protest of the company’s “woke” advertising. The advertisement was part of an overall initiative to revive Bud Light’s popularity, as younger drinkers were moving away from beer toward seltzers, cannabis, and nicotine. Marcel Marcondes, global chief marketing officer of AB InBev, had been tasked with repairing Bud Light’s brand image by creating a new marketing strategy to appeal to all its drinkers amid the backdrop of declining beer consumption. Marcondes needed to determine how to rebuild the brand’s equity and customer loyalty in the year ahead.