They had no trans campaing. There was a single short video with a single personalized can. Calling it campaign is just validating conservative lies again.
Truth is, a single trans got a can of beer with own face, made short video and rught wing decided to make it into a campaing, because trans must be destroyed. That is it.
Very expensive beer! That six pack cost them a lot of market share. But I think the wishy washy interview with the marketing person in charge of that decision did not exactly help, with the typical beer chugging target demo.
The brand was already declining. Americans are drinking less beer and when they do, its higher quality beer.
Imagine you are brought in to grow the business. What avenues do you have? Lower the price? Its already low end product. Move upmarket? Its difficult since the brand has been around as low priced product for decades and it would risk other higher quality brands in the parent companies portfolio.
Whats left? Expand the user base to people that typically don't drink the product.
Once things fell apart, the fact that management overrode the marketing person's decisions and tried to backpedal pissed off the potential new customer base.
Meanwhile the existing base continues to decline either way.
Maybe some items just can't grow no matter what you do. We see this with a lot of processed food junk. People are waking up to how unhealthy a lot of pre packaged food is so companies are trying all sorts of nonsense to keep people (Just look at an account like @snackolator).
Truth is, a single trans got a can of beer with own face, made short video and rught wing decided to make it into a campaing, because trans must be destroyed. That is it.