Publications
Publications
- June 2024 (Revised November 2024)
- HBS Case Collection
Dylan Mulvaney and Bud Light
By: Jill Avery and Celine Chammas
Abstract
On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a personalized can of Bud Light that featured her face on its label, given to her by the company as a gift to celebrate her first 365 days of womanhood. In the post, she encouraged her followers to enter a Bud Light March Madness-themed contest after ruefully admitting that her own knowledge of college basketball’s premier event was quite limited. Her post ended with the hashtag #budlightpartner. She posted it to Instagram, where it reached her millions of followers. What followed was one of the biggest boycotts in American history.
Keywords
Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States
Citation
Avery, Jill, and Celine Chammas. "Dylan Mulvaney and Bud Light." Harvard Business School Case 524-089, June 2024. (Revised November 2024.)