It was six months ago today–April Fool’s Day no less–when Dylan Mulvaney, to cap off his 365 Days of Girlhood series, did his first of two social media posts hawking Bud Light. Previously, in the words of Alissa Heinerscheid, who was in charge of marketing the brew, it was a “fratty” beer. The effect on Bud Light sales was immediate–a consistent and sustained 30-percent sales drop.
Immediately, the “experts” in the business world and the media, who are in fact narrative-driven morons with crisp, broadcast-friendly speaking voices, immediately ran to defend InBev, the parent company of Anheuser-Bush, with a consistent refrain, as if they were reading the same script, declaring “Boycotts don’t work.”
While that’s generally correct, the sales drop for Bud Light, a brew that tastes the same as Coor Light and Miller Lite, was in fact a walkaway. “Joe Sixpack,” the typical Bud Light drinker who believes that men are men and women are women–despite mutilation surgeries and hormone injections–found a way to scream “F*ck you” to the elites who say otherwise.
Bill Maher said on his HBO show that the average American is furious because “they’ve had an agenda shoved down their throat.” When one of his guests, US Rep. Katie Porter (D-CA) objected to Maher’s truth, he struck back, “You have to accept everything they say or you’re a bigot.”
So true.
The plummet in Bud Light sales is a major victory for conservatives, as well as the majority of Americans who have known the difference between males and females since they were two years old.
And gender, despite the claims of now former Meet the Press host Chuck Todd, is not “a spectrum.”
Mulvaney, whose ditzy faux female social media posts are about as pleasant as loud audio feedback, as well as the rest of the Anheueser-Busch marketing staff, did what was deemed impossible: killing a cash cow. I had a couple of marketing classes in college. Cash cows were revered by my professors, they are product lines that sell well with minimal advertising support. Heinz Ketchup, Ivory Soap, and Kellog’s Corn Flakes come to mind. The bountiful profits from cash cows are “milked” to support struggling brands. It’s a marketing circle of life.
One of those professors, in a lecture decried the use of celebrity endorsements in advertising, calling it “lazy marketing,” He also warned that celebrities, particularly those from the entertainment world, are known to do things morally objectionable, or get involved with unpopular political causes.
Now Anheuser-Busch is now spending a lot of money on its Bud Light “Easy to Sunday” campaign tied to the NFL as well as producing, again, commemorative cans, but this time with the logos of popular NCAA football programs, instead of a one-off Mulvaney can that was not sold to the public.
Too little too late.
As sales continue to lag for Bud Light, it’s likely that scarce shelf space in supermarkets and liquor stores will soon be allocated to better selling brews. Modelo Especial this summer surpassed Bud Light as America’s bestselling beer.
The Bud Light cash cow has gone dry.
As I predicted here at Da Tech Guy months ago, using transgendered people to hawk mainstream products, while not completely dead, is now close to it.
We have witnessed six months that shook the marketing world.
“Most times you can’t hear ’em talk, other times you can All the same old clichés, is it woman, is it man? And you always seem outnumbered, so you don’t dare make a stand.” Bob Seger, “Turn the Page.”
Those lyrics, from legendary Michigan rocker Bob Seger, may turn out to be prescient, because the Michigan House of Representatives, which has a Democrat majority, passed a bill in June that, among other things, will impose a hefty fine or imprisonment, if a person maliciously refuses to use another person’s preferred pronoun.
The bill, HB 4474, expands on a Michigan law that covers religion, race, ethnicity, and sexual orientation.
Newsweek noted that Dylan Mulvaney, a man who claims to be woman, said in a video a while back about people like me who misgender him, “I feel like that should be illegal, I don’t know. That’s just bad journalism.”
No, it’s not. Mulaney, an internet influencer who has done to Bud Light what Eric Idle’s S. Frog character did to Monty Python’s fictional Conquistador Coffee, is wrong, as he is on so many things, What I wrote in the previous paragraph is good journalism because it’s the truth. Sorry, wokesters, but men who “transition” into women do not have ovaries, do not have menstrual periods, and do not undergo menopause. Women who do the opposite do not have testicles, a prostate gland, or Y chromosomes. I could go on, but I don’t have to.
Some people need to simply follow the science.
Except, maybe soon in Michigan, if its Senate passes HB 4474 and Gov. Gretchen Whitmer, a Democrat, signs it into law, following the science and speaking out about it might get someone like me fined or worse.
In her Senate confirmation hearing, Justice Ketanji Brown Jackson could not–or in my opinion, would not–define what a woman is. But according to HealthyChildren.org, at around age two, toddlers know the difference between the two genders. Again, follow the science.
The headline of this blog post is colored red. How do I know? Because when I was at the age when I figured out what males and females are, my mother probably said something along these lines to me, “That color is red.” And that information was confirmed to me when I attended kindergarten.
Some things are that simple.
Well, it should be that simple. Transgendered people complain about being bullied. Well, bullying is wrong. I suppose Mulvaney considers it bullying when internet trolls visit his Instagram page and comments, “You’re a man.” Oh, a word for you trolls. Don’t you have anything better to do? Surely there is trash on a roadside near your home that needs to be collected.
On the flip side, in regard to gender, we are at a stage in America when someone says, “Dylan Mulvaney is a man” in mixed company–especially at work–it has to be spoken in whispered tones, sotto voce as the French say.
Being labeled a transphobe–phobe, by the way means irrational fear–can get many people in trouble on the job. Or maybe soon in Michigan, getting fined or being imprisoned. And it’s not an irrational fear to lose out on a promotion or getting fired for being deemed a transphobe.
I call that bullying.
As regular readers know, my wife was born in the Soviet Union, in Latvia. At school a number of decades ago, repeatedly, her teachers told her that Latvia, along with Estonia and Lithuania, voluntarily joined the USSR in 1940. Of course, that was a lie. Her parents knew it–and so did every adult in the Baltic States at that time. Yes, that includes the teachers. But my wife didn’t discover what really happened in 1940, beginning with learning of the Molotov-Ribbentrop Pact, until she reached adulthood.
During my wife’s childhood, adults in the Soviet Union were afraid of the repercussions of telling the truth. So my wife’s parents never discussed the USSR seizing the Baltic States with her until Mikhael Gorbachev was the Soviet leader.
In the New York Sun,Dean Karayanis, reminded me that Soviet citizens faced prison if they were caught spilling coffee on a picture of Joseph Stalin. Aleksandr Solzhenitsyn, the author of the Gulag Archipelago, spent eight years in the Gulags for criticizing Stalin in private letters, even though he took the precaution of using a codename for the dictator.
American society isn’t at that more frightening point yet. But Michigan just took a baby step in that direction.
Or maybe we are there. Remember that Seger song? “And you always seem outnumbered, so you don’t dare make a stand.” Well, I’m making one. Is anyone else with me?
Fortunately, the new Michigan “pronouns” bill will almost certainly be challenged in court on First Amendment grounds.
Which is another reason why I’m grateful for the 6-3 conservative majority on the US Supreme Court.
The political left are a rather tyrannical lot. Their primary function in life is to force everyone else to follow their warped and twisted world view. Their preferred mode of operation is to infect all levels of government with their ideology, then use government force to coerce everyone else to follow their madness.
Transgenderism is the most perfect example of this. Progressives have been using government coercion to try and ensure everyone in the United States plays along with this mass psychosis.
It is bad enough when progressives cram this ideology down the throats of ordinary Americans. It is absolutely unconscionable when they force religious institutions to comply because that would be a very direct violation of the Free Exercise of Religion Clause of the First Amendment.
In one of his first official acts in the Oval Office, Biden signed an executive order that redefined the terms “sex,” “sexual orientation” and “gender identity.”
Three weeks later, Biden’s Department of Housing and Urban Development issued new rules requiring schools to open their women’s dormitories — showers and all — to men who “identify” as women.
No exemptions were allowed, even for religious institutions.
The colleges justification for fighting back was right on point.
The Christian college, located in Point Lookout, Missouri, filed a lawsuit against Biden and his administration, arguing that the historical interpretation of the Fair Housing Act confirms that “sex” means biological sex.
The college also argued that not only does the Biden executive order violate the school’s constitutional right to “operate consistently with their religious beliefs,” but also that there should have been a public notice and comment period before such a drastic change was made.
This next quote proves just how far from the original meaning of the Constitution the entire federal court system has shifted.
In September, a three-judge panel from the 8th Circuit Court of Appeals dismissed the case and denied a petition for the matter to be heard by the full court.
College of the Ozarks and its law firm, Alliance Defending Freedom, responded in February by asking the U.S. Supreme Court to review the case.
This next paragraph fills me with hope.
Recognizing the high stakes involved in the case, a number of other Christian colleges have submitted friend-of-the-court briefs supporting the suit brought by the College of the Ozarks. Nineteen states and numerous advocacy groups have done likewise.
A societal seismic shift, a black swan moment, occurred for the American elite, our “betters,” on April 1. Yep, April Fools Day, but the joke was on the elites. It was April 1 when on his–yes his–Instragram page, the transgendered influencer, Dylan Muvlaney, announced his sponsorhip deal with Bud Light, a beer brewed by Anheuser-Busch that is, or was, favored mainly by macho types.
The backlash was immediate. A boycott of the brew–with conservative celebrities leading the charge began–and Anheuser-Busch has since lost $5 billion in value.
Receiving the blame for this debacle is Alissa Heinerscheid, Bud Light’s vice president of marketing, who went on a leave of absence last week.
It’s likely that Bud Light triggered a tripwire, likely, to use Bill Maher’s words, Americans are angry because “they’ve had an agenda shoved down their throat.” Like the dimwitted sheep in George Orwell’s Animal Farm, many elites, particularly in the media, believe transgendered women are women. Most Americans disagree.
And most Americans, unless they are woke, aren’t dopes. They know that males have an inherent physical advantage over women in most sports. If they decide to think about it–they know that the annual physical for Rachel Levine, the Biden administration’s assistant secretary for health who is transgendered, consists of a prostate exam. They are aware that after “gender-affirming” surgeries, some trans people want to switch back.
And these same folks are fed up with being called a bigot or some sort of “phobe” when they raise their objections to the transgender ideological movement.
And they are sick of transgendered women appearing in clothing ads wearing garments designed for females.
As for the elites, many of whom like Heinerscheid have an Ivy League education, they’re the types of folks who don’t interact with smelly people who drink Bud Light. These smug know-it-alls are stupefied that the Mulvaney sponsorship has damaged the brand.
The elites live in their bubble, which makes them quite vulnerable to a black swan moment.
What has happened to Bud Light takes me back to 1979 and the Disco Demolition stunt that was part of a Chicago White Sox Teen Night promotion during a twi-night doubleheader with the Detroit Tigers. Oh, “Disco Sucks” wasn’t just a Chicago thing, I saw my first “Disco Sucks” T-shirt a year earlier on sale on the boardwalk at Ocean City, Maryland.
I was a 17-year-old when Steve Dahl, a morning disc jockey for rock station WLUP-FM, began humorously “blowing up” disco records during his show. He’d play some crappy–aren’t they all?–disco tune for thirty-seconds or so, and then blow them up, not for real, but with sound effects. Dahl also took his act on the road, including a mock “takeover” of a suburban disco club, and the same thing happened at each event. Crowd control was an issue–too many people in too small of a space.
Surely, Mike Veeck, the son of White Sox owner Bill Veeck, thought that Comiskey Park, the home of the White Sox, could comfortably host Dahl and his minions, known as the Insane Coho Lips. The ballpark had a capacity of 45,000.
But the doubleheader sold out and there were an estimated thirty thousand others outside Comiskey Park clamoring to get in. Teens who deposited disco records at the turnstiles were admitted for 98 cents, which was dirt cheap even in 1979.
Dahl, in faux military garb, as you’ll see in the YouTube clip, exploded the records in spectacular fashion as the Insane Coho Lips chanted “disco sucks” following the conclusion of the first game of the doubleheader, a White Sox defeat. Immediately afterwards, about 7,000 of the rockers stormed the field and a riot broke out, one that included destroying the batting cage and igniting the crate from where the records were exploded. It was rock and roll’s first saturnalia. Police in riot gear promptly ended Disco Demolition 90 minutes later, and because the field was deemed by the umpires as unsafe for play, the second game was forfeited to the Tigers.
I watched the game at home on television with my parents and my brother. I hated disco and loved rock and roll, so I looked on with mixed emotions because I was also a Sox fan. I didn’t object when my brother pointed at me and said, “Hey, mom and dad, there are thousands of them on the TV, who are just like your son, tearing up the field.” Hey, don’t forget, I was 17 at the time.
Retro historians, often people who were born years after Disco Demolition, have tried to turn that night into a racist or anti-gay thing. Wrong. The people I knew who listened to disco were shallow and vapid–just like the music. It was love at first sight for them.
Here’s the disco black swan moment.
The Disco Demolition coverage from the media, particularly the national media, was one of shock. Even more so than now, the elite media was based in New York, and they were the people who hung out at disco’s hallowed temple, Studio 54 in Manhattan. They lived in their ’70s bubble, one that didn’t include people who loved rock music and wore “Disco Sucks” T-shirts.
Up until Steve Dahl blew up those records, disco was seemingly everywhere–on TV shows, in commercials, and in the movies, most notably, with John Travolta dancing in Saturday Night Fever. Rock acts, including the Rolling Stones, the Kinks (sadly, one of my favorite bands), and Rod Stewart, recorded songs with a disco beat.
But post-Disco Demolition Night, the media, as well as the advertising and marketing “experts,” realized, after the totality of the riot, that more people hated disco than liked it. Disco didn’t die that night–even a freight train experiencing engine problems can’t be stopped on a dime, but disco went into a fatal tailspin. A month after Disco Demolition, Michael Jackson’s Off the Wall, a disco album, was released. It enjoyed brisk sales and a lot of airplay. But Jacko’s next album, Thriller, was more of an R&B album, it even included the King of Pop’s only hard rock song, “Beat It,” which was graced by guitar work from Eddie Van Halen.
Rockers had stopped cutting disco tracks well before Thriller was released.
A couple of weeks before Off the Wall arrived in record stores, principal photography began on a movie starring the Village People, Discoland . . . Where the Music Never Stops. Sensing trouble because of the anti-disco backlash, the film’s producer, Allan Carr, changed the name of his project to Can’t Stop the Music. It’s remembered as a legendary Hollywood box office bomb.
As the saying goes, “History doesn’t repeat itself but it rhymes.” One of supporting actors in Can’t Stop the Music was Bruce Jenner, who now goes by Caitlyn.
By the early 1980s, the expression “As dead as disco” was common.
Transgenderism isn’t going away. Over my life I’ve known a few men who have gone thru procedures that allows them, sort of, to live as women. Fine, it’s their life. If, as an adult, men and women want to transform themselves into something different, well, no one should stop them. The same goes for people who want to obliterate their faces with tattoos.
On the other hand, don’t shove your choice down our throats and demand us to celebrate you.
In the advertising and marketing world, using transgendered spokespeople to promote mainstream products just might be as dead as disco.
No one wants to be the next Alissa Heinerscheid. Her job was to sell Bud Light, not to drive people to avoid it.
There was never a Can’t Stop the Music sequel.
Marketing people must not be good at math. One percent of the population identifies as transgendered. Which means of course means 99 percent doesn’t.
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