How a brand crisis plays out in Red states vs. Blue states

An analysis of five brands that were caught up in the US culture wars, how they were affected in Red states vs. Blue states, and what marketers can take away from the findings.

This article is part of the February 2024 Spotlight US series, ‘How brands can prepare for a contentious political year’. Read more

All it took was one Instagram post in April 2023 for Bud Light – and, in turn, every other major marketer – to become acutely aware of the dangers of being pulled into a political maelstrom.

The beer brand, owned by AB InBev, sent trans influencer Dylan Mulvaney a few cans with her face on. Next, in the blink of a digital eye, it was facing boycott calls from many conservatives, with musician Kid Rock even shooting...

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