Bud Light’s choice to feature Dylan Mulvaney as its latest spokesperson in a marketing campaign has sparked a heated debate on social media.

The beer company sent out packs of Bud Light featuring the trans TikTok star’s face to mark Mulvaney’s recent “365 Days of Girlhood” milestone, with Mulvaney announcing the partnership on Instagram.

Mulvaney encouraged followers to participate in the #EasyCarryContest, which offers a chance to win $15,000 by sharing a video.

Message to conservative families from @budlight seems to be: We will encourage and even celebrate the erasure of men and women along with all the values you care about. They’ve gone totally woke. Will you ever spend your money with them now? pic.twitter.com/ebtfHUoji3

— Robby Starbuck (@robbystarbuck) April 2, 2023

One video in the campaign showed Mulvaney drinking Bud Light beer in a bathtub, while the other was a more straightforward ad.

However, the choice of Mulvaney as a spokesperson for Bud Light has not been received positively by everyone. Many conservative commentators and Twitter users accused the brand of pushing “gender propaganda.”

.@budlight: the groomer of beers. https://t.co/a2lUEqJDCZ

— Derek Hunter (@derekahunter) April 2, 2023

Some conservative commentators took to social media to voice their opposition. John Cardillo questioned Bud Light’s choice, asking,

Who the hell at @budlight thought it was a good idea to make a grown man who dresses like little girls their new spokesperson?

Brands have to stop listening to their woke creative teams and get in touch with their consumer demographics.

— John Cardillo (@johncardillo) April 2, 2023

“Who the hell at @budlight thought it was a good idea to make a grown man who dresses like little girls their new spokesperson?”

The Spectator contributing editor Stephen Miller described the ad as “the weirdest thing I’ve ever seen in my life.”

Derek Hunter, a columnist at Townhall.com, joked that Bud Light was the “groomer of beers.”

Director Robby Starbuck accused Bud Light of celebrating the “erasure of men and women along with all the values you care about.”

Meanwhile, journalist Ian Miles Cheong described the campaign as not being a parody, saying, “Dylan Mulvaney is now the face of Bud Light.”

Despite the negative reactions, Mulvaney received support from some quarters. Actress Drew Barrymore interviewed Mulvaney, and the two hugged in solidarity during the interview. Mulvaney has used social media platforms to share their experiences as a trans person and promote LGBTQ+ rights.

Bud Light has not commented on the backlash to its latest campaign. The beer company has a history of using influencers in its marketing campaigns, such as the 2019 “Dilly Dilly” ads featuring Game of Thrones actor Peter Dinklage.