Product details

This case provides a chronological view of Bud Light's sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-making process when working with influencers and other promotional partners and the steps that can be taken to minimize (and even prevent) the damage that can occur when a brand and business crisis results from a partnership. Students can explore the challenges associated with (1) identifying celebrities/influencers who align with a brand/consumer base/business and (2) managing reputational damage and crisis after it has occurred. The case offers opportunities for a deep dive into strategic partnerships, corporate response to crises, and marketing's role in preventing or minimizing negative consumer behavior.