How is Bud Light attempting to recover from its brand crisis after the Dylan Mulvaney controversy?

Bud Light is attempting to recover from its brand crisis by pivoting to traditionally masculine marketing that appeals to its core audience. After featuring transgender influencer Dylan Mulvaney destroyed their brand equity, they've adopted an aggressively male-oriented approach by enlisting figures like Shane Gillis, Post Malone, and Peyton Manning in their advertisements centered around stereotypically masculine themes. This strategy shift demonstrates Bud Light's deliberate attempt to reconnect with their traditional customer base through what Shapiro describes as going 'as bro as humanly possible.' Their commercials now focus on typically male-associated activities like 'cul de sac parties' that prominently feature male celebrities, representing a complete reversal from their previous marketing approach.