Texas Republican Senator Ted Cruz has launched an investigation into Bud Light’s partnership with transgender influencer Dylan Mulvaney, seeking clarification from the ad agency involved. Captiv8, a leading digital ad agency for influencer marketing, is under scrutiny regarding their role in Mulvaney’s Instagram posts for Bud Light. In a letter obtained by The Daily Caller, Cruz questions Captiv8 about their involvement in Mulvaney’s Super Bowl post on February 11th.
Cruz initiated the investigation in May to determine if Anheuser-Busch’s marketing partnership with Mulvaney violated industry regulations prohibiting marketing to minors. The Code Compliance Review Board (CCRB) reviewed Mulvaney’s February 11th and April 1st posts on behalf of Bud Light, with one dissenting judge concluding that the Code had been violated as Mulvaney’s appeal was primarily to underage individuals.
However, Cruz argues that the CCRB failed to investigate the origin of the Bud Light-Mulvaney partnership and overlooked Captiv8’s role, despite reports that they facilitated the deal. The absence of age gating and the lack of a paid partnership label on Mulvaney’s posts raise concerns about the brewer’s vetting process and the scope of Mulvaney’s work for Bud Light. Cruz also questions the nature of the partnership, as Mulvaney appears to have been involved in two separate sports-related campaigns.
Bud Light has faced significant backlash in recent months, losing its position as America’s top-selling beer due to a boycott triggered by Mulvaney’s promotion of a personalized beer can featuring his face. The company also released a can designed with a rainbow motif and inclusive pronouns, further igniting controversy. Cruz has requested answers from Captiv8 regarding his inquiries by December 4th.
In conclusion, Senator Ted Cruz is intensifying his investigation into Bud Light’s partnership with transgender influencer Dylan Mulvaney, seeking clarification from the ad agency Captiv8. Concerns over violations of industry marketing regulations and a lack of transparency about the partnership have fueled the investigation. Critics argue that Bud Light’s recent marketing efforts have negatively impacted its standing in the market. The outcomes of Cruz’s investigation and the company’s response to his inquiries remain to be seen.
