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Jedan od najvećih biznismena na svijetu, Mark Cuban tvrdi da su nove kampanje, tvrtki poput Targeta, Bud Lighta i drugih, jako koristan poslovni model.
Unazad nekoliko mjeseci mnoge američke tvrtke našle su se na meti kritičara. Najveći broj kritika upućen je Bud Lightu i Targetu zbog odluke da u svoje reklamne kampanje uključe (ono što mnogi nazivaju) „woke agendu“.
Nakon što je Bud Light odlučio ostvariti suradnju s poznatom influencericom Dylan Mulvaney, mnogima se taj potez nije svidio jer je Dylan transrodna osoba.
@pinknews #Rightwing #snowflakes are incredibly upset about #BudLight giving a personalised can of beer to #trans #influencer #DylanMulvaney – and now the beer company’s facilities across the US have received bomb threats. On Thursday (13 April), the #anheuserbuschbrewery factory in Van Nuys, #LosAngeles was the target of a bomb threat, as anti-trans bigots continue to rage over the beer brand’s collaboration with TikTok star Dylan Mulvaney. According to an Anheuser-Busch employee, this is not the only facility to have a received a recent bomb threat. Patch reported that several Budweiser factories have been targeted in this way, although exactly how many is unclear at the time of reporting. Following the threat, the Los Angeles Police Department confirmed that a bomb squad unit had conducted a sweep of the Van Nuys factory campus. #LAPD Leiutenant Leticia Ruiz told Patch that an emailed bomb threat was received at around 9am on Thursday, leading to the dispatch of a bomb squad unit. Lt. Ruiz said: “There was a search that was conducted in the premise of the building but there was nothing identified as a threat. We did assist in clearing the perimeter of the building.” What sparked these threats of mass violence? Budweister has been at the centre of a bigoted backlash since 1 April, when Broadway actor and social media influencer Dylan Mulvaney posted an Instagram video revealing a special can of Bud Light with her face on it, in honour of celebrating her 365 days of womanhood. Anti-trans social media users shared photos and videos of themselves pouring away or binning the beer, a self-described ‘Conservative Dad’ is now brewing his own “anti-woke” beer”, and #Trump-supporting musician #KidRock filmed himself shooting four large boxes of Bud Light with an assault weapon. Kid Rock’s tantrum attracted criticism from comedian #rosieodonnell and radio and TV personality #HowardStern. In the introduction to her Onward podcast on Tuesday (11 April), O’Donnell slammed Kid Rock’s pathetic shooting stunt and confirmed that queer and trans people “drink beer too”. #lgbtq #queernews #queertok #dylanmulvaneyedit #transinfluencer #transrightsarehumanrights #budlightboycott ♬ Suspense, horror, piano and music box - takaya
Transfobne reakcije pojedinaca proširile su se internetom, a Dylan je zbog svoje sigurnosti morala napraviti pauzu od društvenih mreža.
Osim što je kampanja imala štetan utjecaj na influencericu, tvrtka je zabilježila pad prodaje od 23,9% u usporedbi s prošlom godinom, prenosi nyp.com
Pad prodaje komentirao je i jedan od najpoznatijih biznismena u svijetu, Mark Cuban koji smatra da je ovaj način reklame pametan poslovni potez, a da je pad prodaje samo kratkotrajna pojava.
„Pad prodaje beznačajan je. Morate shvatiti da nema mnogo pojedinačnih vlasnika dionica, tj. gotovo svo vlasništvo se ostvaruje putem fondova, a većina trgovanja je kvantitativna. Dakle, nije kao da je do pada došlo zato što su deseci tisuća pojedinačnih vlasnika prodali svoje dionice. Postoji razlog zbog kojeg se najveće tvrtke u SAD-u mogu smatrati „woke“. To je dobar način poslovanja”, rekao je Cuban za Pittsburgh Post-Gazette.
@marketinginmiami Replying to @dameimei14 here ya go #budlight #budweiser #budweiserclydesdales #anheuserbusch #dylanmulvaney ♬ original sound - Marketing in Miami
Ako je to istina postavlja se pitanje koliko tvrtke, koje se predstavljaju kao liberalne i zagovaraju „woke agendu“, zapravo brinu o svojim korisnicima, a u kojoj mjeri iskorištavaju situaciju da bi dobili potrošačku snagu te populacije.
