Bud Light's latest ad campaign may not be hitting the mark.
The beer brand is going back to basics with its latest summer ad campaign, depicting friends having backyard fun and getting into alcohol-fueled shenanigans underneath the hot summer sun.
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But the brand's decision to hire transgender influencer Dylan Mulvaney as a spokesperson is still fresh on the mind of internet trolls who gather under ever Bud Light post to remind the company of the current boycott that has cost the beer its title of most popular in the country.
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The July 4th gif posted by the company's social media team shows a scene from Anheuser Busch's (BUDFF) minute-long summer ad campaign.
That ad has been viewed 7.8 million times on Twitter, but based on the ratio of "likes" to comments -- 2,200 likes to 28,000 comments -- it seems many viewers have hate watched the ad.
The furor over Bud Light's ad campaign has persisted for months thanks to social media and it may be months more before the company knows whether its new approach is working.
The company's second quarter results and earnings call are about three weeks away, so there should be some clarity and hard figures concerning the boycott soon.
Mulvaney recently posted a video to social media commenting on the uproar that has upended her life as well as sales for one of the country's most iconic brands.
"What transpired from that video was more bullying and transphobia than I could have ever imagined. I should have made this video months ago, but I didn't... I was waiting for the brand to reach out to me but they never did," Mulvaney said.
"For months now I've been scared to leave my house. I've been ridiculed in public. I've been followed and I have felt a loneliness that I wouldn't wish on anyone."
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