The beer brand is among several names facing boycott calls over pro-LGBT campaigns, but it may be of little consequence to them.
—despite the campaign being nearly two years old.to an advertising campaign, after including a transgender rights activist's face on special chocolate bar wrappers in Canada for International Women's Day. Detractors decried the move as"a slap in the face" for"actual" women while others supported the inclusion, hoping it would inspire young people.
Stableford noted that boycotting brands had worked in the past—such as the boycott of Nestle in the 1970s over its baby formula milk—and commented:"I don't think it's necessarily true that all PR is good PR, but I think when it's on matters of principle, as indeed this is, then yes, certainly in terms of giving them appeal into territories where they're probably looking to expand what they're doing."issues.
He added that what could be construed as negative public relations on the one hand could"enhance a positive image about the brand" among other demographics. He suggested the proposed boycotts"bolsters in the main" and would"definitely" be offset by pro-transgender individuals flocking to buy their products.
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