The Bud Light free fall continues following the Dylan Mulvaney debacle. The question now is, was it the end of the beginning for 'woke' ads here in the U.S.?
"This is really the first one where a company is seeing the blowback significantly hurt them" said reporter Marisa Herman, who covered the story for Newsmax, "So I think that is what is raising the biggest alarms for other companies taking a look at what they're experiencing as they plan their next campaigns."
But then you have a campaign like the one Adidas dropped, putting a man in a woman's bathing suit.
"I definitely think you're going to see some companies that just really embrace it, and go with it, and don't change at all" Herman told KTRH, "But others that have never really entered into these "culture wars", they may just decide to stay out of it entirely."
And then you have companies like Target and Starbucks that are doubling down. They have gone 'woke', but not broke.