Following the significant consumer backlash stemming from Bud Light's partnership with transgender influencer Dylan Mulvaney, Anheuser-Busch's global chief marketing officer, Marcel Marcondes, addressed the situation at the Cannes Lions International Festival. He acknowledged the divisive nature of the recent controversies impacting various brands, emphasizing the difficulty of such situations, particularly for a company focused on bringing people together.

Marcondes described the incident as a "wake-up call" for marketers, urging humility and a renewed focus on understanding and appreciating consumers in a unifying manner. He stressed the importance of bringing consumers together rather than driving them apart.

Marcondes expressed confidence in Bud Light's potential for recovery, reiterating the brand's aim to make beer accessible and enjoyable. He highlighted the company's ongoing efforts to reconnect with consumers across the country.

The partnership with Mulvaney, which included a personalized can featuring the influencer's image, led to a steep decline in Bud Light sales and a substantial drop in Anheuser-Busch's stock value. The situation was further exacerbated by comments from Bud Light's vice president of marketing, Alissa Heinerscheid, who criticized the brand's previous advertising as "fratty" and out of touch, alienating a segment of the company’s core consumer base. As a result, Bud Light lost its position as the top-selling beer in the U.S.