In April, Anheuser Busch $($makers of the market leading $$Bud Light$)$ introduced a Marketing Campaign featuring a Transgender Activist.$$Immediately the brand loyal users, consumers and Influencers rebelled against the brand management. Sales instantly shrunk in all sales channels. It also suffered a reflex US$$20$B $+$ decline in share value. Today sales continue to reduce, by up to $30\%.$In an interview about the new IMC $$Bud Light$$ programme, the V$.$P$.$ of Marketing stated she wanted to arrest the long term decline in sales by altering the current target market. She said, the current target needed to $$become$$ more inclusive and less $$fratty$$ when they use the brand and should become more interested in changing their lifestyle to reflect a new position for themselves.$$Using a Target Segment marketing perspective, what is wrong with this approach with regard to Anheuser$$s communication, existing users, segment analysis and their approach to new sales.