honestly, I don't consider the Bud Light boycott to be "surreal". if it was merely "conservatives" that were lashing back at the company, you would think that the boycott would have rapidly floundered and had no lasting impact. which is exactly what nearly every journalist and expert said when they wrote about the boycott told us last spring. I don't think a one-sided political response could have had the impact on sales that we actually saw.
are TERFs (Trans Exclusionary Radical Feminsts) to be considered "Conservative"? when some of the criticisms of Mulvaney's Ulta Beauty campaign included
accused Mulvaney and Ulta of “trolling women,” exercising “male privilege,” treating womanhood as a “costume,” and putting on a “clown parade of misogyny, appropriation and mockery of women.”
it is NOT difficult to imagine that the women who would boycott Ulta would not also take similar measures to boycott Bud Light.
the company (Bud Light) tried to expand the brand and appeal to other types of consumers (in itself reasonable). while doing this they simultaneously tried distancing themselves from their core consumer base (theoretically fratboy rednecks). they deliberately ignored longstanding cultural details associated with the brand and it blew up in their faces. Bud Light managed to alienate conservatives and a fair number of older feminists all at the same time.
a well-done propaganda campaign of that sort can't defiantly ignore tradition and stereotypes. it is better to question, subvert, or undermine. so, if they had actively campaigned and embraced "rednecks" at the same time as the Mulvaney publicity event, it could have done quite a bit to deflect a negative response.
notice that it wasn't simply conservatives who resented Bud Light. even the article itself contradicts the headline with additional information. Mulvaney complained of not getting support afterwards. some transgender rights advocates complained that Bud Light had effectively taken back whatever goodwill they might have generated by not standing more firmly on the issue. when the company argued that it was "just one can" they managed to offend progressives as well. the Bud Light scenario also being influenced by the righteous indignation of leftists who resented Bud Light's weak and inconsistent position. that's a LOT of righteous indignation from both sides of the political spectrum.
there are a number of feminists who had an axe to grind with Mulvaney as well. of course, being a political liberal doesn't exclude somebody from being conservative on social issues. since many older feminists embrace a form of gender essentialism... it makes sense that otherwise thoughtful and progressive women would be appalled that Mulvaney is being heralded as one of the most important and influential women in the culture at that time.
so, if journalists have told us that cultural conservatives and their boycotts have historically failed in every other comparable scenario, why did it seem to make an impact this time? perhaps the only "surreal" thing about this is that many journalists prophesied that the boycott would fail... and now it appears that Bud Light has suffered a huge drop in sales, producing the lowest numbers in 24 years.
Bud Light made mistakes at every single step in this process and managed to alienate people on both sides of the political spectrum. for a product that isn't really all that good and is highly dependent on marketing and brand loyalty... this was a bad move. they took a brand that was in steady decline and then flushed it down the toilet. I suppose I could praise them for their brilliant mercy killing of the brand... except that I don't believe that they did this on purpose!