In an attempt to attract consumers, Bud Light is attempting to use memes to regain their place in their refrigerators.

The meme that originated from a popular comic strip featuring a cartoon dog sipping coffee and smiling echoes, “this is fine, It’s fine.” The post is captioned with a video clip posted on Sunday to Bud Light’s Instagram and Twitter, showing a woman eating a watermelon at a picnic table while severe winds whip trash and flames consume a house in the background.

Anheuser-Busch and its parent company, Bud Light, have been working on rebuilding the brand’s image after facing intense backlash and a drop in sales since partnering with transgender influencer Dylan Mulvaney back in April.

Brendan Whitworth, the CEO of US Anheuser-Busch, has steadfastly remained in partnership with Mulvaney, but conservative individuals are calling for boycotts of Bud Light, explicitly avoiding defending the transgender community’s support that advocates are asking for. Both LGBTQ+ advocates and conservatives have expressed unhappiness with the brand.

Quietly biding its time during the storm of protest, the recent social media post from Bud Light appeared to transform Bud Light’s own management of the negative response into a meme.

A representative for Anheuser-Busch did not reply to Insider’s inquiry for comment on this article.

Larry Kopp, founder of TASC Group, a public relations and communications firm focusing on socially progressive clients, called the meme a “disaster.”.

He stated, “They have harmed their connection with their primary client base and the LGBTQ+ community.” “It solidified the notion that Anheuser-Busch was responsible for the issue, and they are passively allowing the issue to persist in their surroundings.”

Collaborating with Mulvaney, feedback overwhelmingly demanded that Anheuser-Busch issue an apology, expressing discontent with the brand. The social media post might have been aiming for a playful vibe.

In the beginning of the dispute, Kopp thinks that the company should have taken action he thinks the company should say sorry for causing those divisions — instead, Kopp mentioned that apologizing to one group and not the other will only generate more issues.

Kopp stated, “We should be less divisive and care more about each other. It is a patriotic message that they could have made, expressing our love for all our neighbors, regardless of who you are.”

Drew Kerr, a communications consultant for Anheuser-Busch, said that the statement released by CEO Busch in April echoed a message that brings people together over a central brand of beer, Bud Light, but did not reflect the handling of the backlash.

After being promoted by the beer company, Mulvaney experienced a barrage of online animosity. In a video she shared following months of criticism, she mentioned that Bud Light never reached out to her.

A spokesperson from Anheuser-Busch stated in a statement to Insider that when addressing Mulvaney’s video, “including those in the LGBTQ+ community,” we are dedicated to maintaining our partnerships and programs that have been established across numerous communities and organizations for over several decades, as we have previously mentioned.

Now, who will collaborate with Anheuser-Busch if they’re going to be timid and retreat from their partner? “If you’re going to team up with somebody, it signifies you have faith in them and their principles,” Kerr said. Their reaction demonstrated that joining forces with Anheuser-Busch is a flimsy arrangement.