Experts say that inclusive campaigns are, in fact, often lucrative for businesses, serving as an important tool to reach key demographics.
It happens again and again: Nike and social-justice advocate Colin Kaepernick. M&M’s and female “spokescandies.” And last week, Bud Light and its parent company Anheuser Busch were targeted by singer Kid Rock and others after partnering with Dylan Mulvaney, a transgender woman and influencer, in its marketing.
And Wall Street’s not complaining — the company’s stock has risen about 51% since September 2018, when Kaepernick was tapped for the campaign. Earlier this year, M&M’s said it had decided to put its spokescandies on “pause,” after they were criticized by right-wing pundits for, among other things, displaying all-female candies on some special packages. Turns out the brand had leaned into the controversy as part of a pre-planned Super Bowl ad starring Maya Rudolph.
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