The goal was not to change Bud drinkers' opinions. It was to expand the market for Bud Light to new demographics (women, younger people). We know this is true b

The goal was not to change Bud drinkers' opinions. It was to expand the market for Bud Light to new demographics (women, younger people). We know this is true because the exec who spearheaded the overall campaign said as much before the boycott, and Mulvaney was just a small part of the strategy. I don't think most Bud drinkers were expected to even know about the campaign, since it wasn't directed at them in any way, and A-B chose one of the least confrontational trans influencers possible. I'm not defending A-B here -- they ended up throwing Mulvaney and everyone involved under the bus in a shamefully craven display -- but I believe them when they say they hadn't actually intended to get involved in the culture war.