Reference no: EM133576258

Question: For today's reaction, you represent Anheuser-Busch, the parent company of Bud Light. Discuss this controversy from a crisis management perspective. You have three primary publics you must address-customers (who are turned off by the partnership and have boycotted the brand), shareholders (who are unhappy about a drop in value of the stock), and employees (some of which have been laid off as a result of falling sales). The media is hounding you for a response to the crisis, but you should also consider addressing each public directly through some other means. Discuss your overall crisis plan for Bud Light as it relates to this boycott. What are the key messages that you seek to share with your three primary publics? How do you plan to reach each public?About six months ago, Anheuser-Busch faced a significant backlash when its brand, Bud Light, partnered with trans-activist and social media influencer Dylan Mulvaney. The partnership triggered a boycott of the once favorite brand, and in June, the New York Times reported that retailers were still trying to unload Bud Light to customers without much success. According to Newsweek, Dylan's brand seems to have soared, but that is not the case for Bud Light. As the stock price dropped, Anheuser-Busch sold off eight of its beer and beverage brands. And, in a recent report by the New York Post Bud Light sales are still down by 30%. In an effort to save the brand, The Wall Street Journal reports that Bud Light's plan to win back drinkers is to...stick to beer.