Leaked Interview Of Bud Light VP Alissa Heinerscheid Reveals Strategy

Bud Light's Vice President, Alissa Heinerscheid, has stated that in order to save the declining brand, the company must appeal to younger drinkers through an inclusive marketing campaign that attracts both men and women. In a video transcript, Heinerscheid emphasized the importance of evolving and elevating the iconic brand by shifting the tone and creating a campaign that is truly inclusive, lighter, brighter, and different. Heinerscheid believes that representation is at the heart of evolution, and it is vital to showcase individuals who reflect the brand's target audience in their work. She acknowledged that the brand's previous out-of-touch humor needed to be replaced with a fresher approach to attract a new generation of drinkers.