Shaver company Braun is getting the ‘Bud Light treatment’ after it woke up by including a transgender model in an advertising campaign.
Braun wakes up
BRAUN 🪒 features a transgender biological woman with double mastectomy scars in their new shaving advert for their men’s shaving range. pic.twitter.com/TYD01CEkdl
— Oli London (@OliLondonTV) September 19, 2023
Newsweek reported that a new ad for the Braun Series
“This is one of hundreds of images on our site showing people using our products – all of which are reflective of the consumers we serve,” Braun, a subsidiary of Procter & Gamble, said in a statement after receiving backlash.
Braun further claimed that the image was two years old.
“We routinely refresh and repurpose our videos and still images that showcase our products used across multiple platforms – as we did with Series X materials in 2021,” a Procter & Gamble spokesperson added in another statement.
@Braun Why is your marketing department using a transgender model showing mastectomy scars? You follow the direction of other brands. It’s madness!!! I hope your sales plummet. pic.twitter.com/v6Tm8NtYrn
— John Steele 🇬🇧 (@johnsteele83) September 19, 2023
Related: Bud Light Sales Dropped 30% Months After Dylan Mulvaney Debacle – Drinkers ‘Lost Forever,’ Expert Declares
Braun hit with knockback
Unfortunately for Braun, however, the damage appears to have already been done, as calls to boycott the brand as it wakes up only grows.
“Braun has gone the way of Gillette and Bud Light,” conservative activist Ian Miles Cheong wrote on X, formerly known as Twitter.
Braun has gone the way of Gillette and Bud Light. pic.twitter.com/HvScVs0J1G
— Ian Miles Cheong (@stillgray) September 20, 2023
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Others also took part in the action.
“@Braun Ladies and gentlemen, please show ALL the men in your lives this ad. Apparently Braun thinks a woman with a mastectomy is actually a man. Let’s give them the Bud Light treatment. Please RT #boycottbraun,” one social media user commented, while another added, “Looks like Braun is telling Bud Light to hold his beer.”
“Braun’s ad for a beard trimmer for men features a transgender model with double mastectomy scars,” wrote British television personality Julia Hartley-Brewer. “I am confident that this celebration of the brutal surgery to remove a woman’s healthy breasts will resonate tremendously with Braun’s male customers. Keep an eye on their sales.”
The “Bud Light treatment” is a reference to the beer company’s highly effective boycott since it teamed up with transgender influencer Dylan Mulvaney for a partnership in April. Since then, the brand has lost more than $400 million, and Harry Schuhmacher, publisher of Beer Business Daily, recently told Fox News that things are only looking bleaker for Bud Light’s future.
“The situation at Bud Light has actually gotten worse,” he said. “You see that Bud Light is still persistently down about 30% in volume compared to last year, where it has been since May or June. That tells me this is quasi-permanent, which means those consumers are just lost forever.”
This is not a parody. Dylan Mulvaney is now the face of Bud Light. pic.twitter.com/cpygA74cG5
— Ian Miles Cheong (@stillgray) April 2, 2023
Related: Bud Light gets more bad news as Dylan Mulvaney debacle escalates
Braun is under investigation
Aside from the sale, the Braun ad is reportedly under investigation in Britain for violating Advertising Standards Authority guidelines, according to The New York Post.
“Promoting the removal of healthy breast tissue is not only shockingly immoral, but also goes against advertising standards not to glorify or trivialize cosmetic surgery,” said Maya Forstater, executive director of Sex Matters.
“Braun executives must have been living under a rock if they think this campaign represents ‘inclusivity,’” she added. “The reality is that Braun has now written himself into history as promoting social contagion and what will become the most infamous medical scandals.”
“Once again we find a private company willing to glorify irreversible surgery on women’s healthy breasts purely for profit,” said James Esses, co-founder of Thoughtful Therapists, a group of psychologists who are concerned. about the effect of gender ideology.
Exclusive footage: the Braun commercial featuring a transgender who never made it to the United States. pic.twitter.com/kK34GTW3Rj
— LWC MugClub (@LWCmugclub) September 20, 2023
Bud Light learned the hard way that “wake up, go broke” is very real, and it looks like Braun is about to learn that lesson too. Other brands should really take notice of what is happening to these brands and realize that waking up is just a bad idea!
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