Exercise 3.2 - Controversial in the Public Domain

Image Credit - Official Dove Website

The Controversy Surrounding Dove and Dylan Mulvaney's Bud Light Promotions and Celebrity Endorsements

Introduction

Celebrity endorsements have long been popular in advertising strategies, with brands leveraging the star power of influencers to boost visibility and credibility. While such endorsements can create powerful associations between a product and its target audience, they also come with risks, chiefly the potential for backlash. My research examined the controversy surrounding Dove's moisturising body wash advertisement and Dylan Mulvaney's Bud Light promotion, providing insight into the expected brand image, public perception, and societal values.

Options

Today's social landscape differs from when I was a teenager, so I found my initial research quite challenging in terms of what direction I should observe. Finally, I decided to look at one subject at the forefront of the news, DEI. The chosen topic for my essay, 'Dove, ' typifies the difficulty of trying to satisfy everyone's needs, and it was as relevant in 2017 as it is today.

Background - Dove?

On their official website in 2024, one of their mission statements is #KeepBeautyReal, a bold statement considering the issues in Oct 2017.

The images and controversies of the women using Dove's products, going from women of colour to Asian to white women, are well documented and covered in my learning log post. After analysing the images for the Dove 2017 campaign, I noticed something else relating to the aims and objectives of the 2017 ad, which have a more positive subliminal message to the observer.

I found no references when researching whether the three bottles represented female body types. Still, if this was a concept from the agency involved in the ad production, it was a positive idea.

Please see the following draft essay for my second option on Bud Lite. Subsequently, I felt the Dove option was a better choice and less obvious for the brief.

Background - Who is Dylan Mulvaney?

Dylan Mulvaney is an actor and social media influencer who became famous with her TikTok video series, Days of Girlhood. Beginning in March 2022, the series chronicled her transition, offering candid discussions of her experiences with millions of followers. Her openness resonated with many, positioning her as a significant voice in the LGBTQ+ community and beyond. Bud Light, aiming to connect with younger, progressive audiences, partnered with Mulvaney for a campaign. The promotion, executed by the ad agency Wieden + Kennedy, sought to highlight inclusivity and broaden the brand's appeal.

The Controversial Image

While the Bud Light promotion intended to present a lighthearted, inclusive message, it inadvertently sparked controversy. Critics perceived the collaboration as either pandering or inauthentic, focusing mainly on juxtaposing Mulvaney's public persona with the traditionally conservative image of beer advertising. The image's design, which aimed to exude smoothness and modernity, further fueled polarised interpretations.

Public Backlash

The backlash was swift on social media platforms. Critics accused Bud Light of exploiting progressive values for profit, while others deemed the collaboration inconsistent with the brand's core identity. Conservative commentators criticised the campaign for being overly political, while supporters of Mulvaney saw the backlash as indicative of societal resistance to LGBTQ+ representation. The controversy sparked countless debates, memes, and headlines, highlighting the deeply divided public sentiment.

Ethical Concerns

Ethically, the campaign raised questions about responsible advertising and cultural sensitivity. Was the brand's partnership with Mulvaney a genuine attempt at inclusivity or a superficial bid to capture a new demographic? The contrast between Mulvaney's progressive identity and Bud Light's established consumer base created tensions and challenges in navigating cultural shifts in advertising.

Brand Response

Bud Light's response to the backlash was measured but telling. While the company refrained from issuing a direct apology, it scaled back the campaign's visibility and avoided doubling down on its messaging. This decision reflected a cautious approach to minimise further backlash while protecting its broader market share.

Impact on Dylan Mulvaney's Image

For Mulvaney, the controversy was a double-edged sword. While the campaign amplified her visibility and cemented her status as a prominent influencer, it exposed her to criticism and scrutiny. Mulvaney addressed the backlash with characteristic candour, leveraging her platform to discuss the complexities of public advocacy and representation and the precarious nature of influencer partnerships, especially when tied to contentious societal issues.

Broader Implications

The Bud Light-Mulvaney controversy highlights broader challenges in the advertising industry. As brands increasingly align themselves with social causes and progressive values, they must distinguish between authenticity and opportunism. The incident highlights the importance of understanding and respecting the values of endorsers and consumers and anticipating potential cultural and political ramifications.

Conclusion

The controversy surrounding Dylan Mulvaney's Bud Light promotion exemplifies the complexities of celebrity endorsements in an era of heightened cultural awareness. While the partnership showcased the potential for inclusive representation, it also revealed the risks of misalignment between brand identity and public expectations. Advertisers must carefully balance innovation with authenticity as societal values evolve, ensuring their campaigns resonate with diverse audiences without alienating core constituencies. Ultimately, this case serves as a reminder of the power and responsibility of advertising in shaping public discourse.

Coursework Ideas

References:

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A Dove ad showed a black woman turning herself white. The backlash is growing. - The Washington Post [WWW Document], n.d. URL https://www.washingtonpost.com/news/business/wp/2017/10/08/dove-ad-that-shows-a-black-woman-turning-herself-white-sparks-consumer-backlash/ (accessed 11.26.23).

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