Bud Light’s VP of Marketing Doubles Down on Her Extreme Woke Strategy

HEINERSCHEID: “If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate. It’s like, we need to evolve and elevate this incredibly iconic brand. And my — what I brought to that was a belief in, okay, what does evolve and elevate mean? It means inclusivity. It means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is sort of the heart of evolution. You’ve got to see people who reflect you in the work. And we had this hangover, I mean, Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.”