And it also was meant to appeal to women in the party/nightlife scene. Women like that are comfortable wearing skimpy clothes or being around other women in skimpy clothes.
Women who are in the party/nightlife scene are more likely to be possible consumers for beer, even Miller Lite. In certain types of bars, it would be unusual for a woman to drink wine, as those bars are more likely to be serving beer and liquor. Women would more likely be drinking some sort of liquor based mixed drinks.
Public pools, pool parties at bars/hotels, and beaches have plenty of women wearing bikinis. Nightlife venues have women wearing provocative attire too.
It makes me wonder how often these female marketing executives get out into the real world.
Elizabeth Hitch is the Senior Director of Marketing at Miller Lite. She has a background similar to Alissa Heinerscheid of Bud Light. Hitch got an MBA from an elitist private university, as Hitch graduated from Northwestern University's Kellogg School of Management. Hitch's undergrad degree is from Marquette University, another private college.
Sofia Colucci is the Chief Marketing Officer of Molson Coors. The Miller Brewing Company is a division of Molson Coors. Colucci has an undergrad degree from a university in Toronto. Toronto is a feminist hotbed.
It appears that both Hitch and Colucci were born around 1982, making both early Millennials. Alissa Heinerscheid of Bud Light was born in 1984, also placing her as an early Millennial.
Both Colucci and Hitch have deleted their social media accounts in reaction to the backlash.
The marketing director for the beer brand is now facing personal calls to be removed from her role over a campaign accused of being "woke."