The Dylan Mulvaney effect claims another victim.
After Anheuser-Busch decided to partner with self-proclaimed transgender influencer Dylan Mulvaney — a man pretending to be a woman — for an ad campaign featuring him drinking Bud Light in 2023, Fox Business reported sales were down 29.9 percent for the week ending in January 2024 when compared to the previous year.
That was 2023. Companies have had time to learn that customers did not want to see delusional men play dress up in a marketing effort, but here we are.
Kathmandu Holdings, known as KMD Brands, has reported an $82.9 million loss after a boycott in 2024 over a decision to use another so-called transgender surfer to promote the sport to women.
The U.K.’s Daily Mail reported this is its biggest loss in a decade.
Those losses include a $40.3 million writedown value for its Oboz hiking boot company. KMD owns both Kathmandu and Rip Curl.
This is a New Zealand-based company, and the Daily Mail reported the boycott came as many Australians opted to boycott Rip Curl last year after it featured the so-called transgender Sasha Lowerson as part of an ad campaign.