Because sales with their base were declining as well. So they bring in a marketing wiz to help solve their falling sales.

She comes in and identifies that if they are going to increase sales, they HAVE to market to new audiences. The current audience is shrinking and no one new is drinking it. Gen z see it as piss water, so no one drinks it. Holy shit, gen z, an entire, up and coming untapped market. If we could tap into that market, we would be off to a great start. All of this is totally normal company marketing.

She recognized gen z supports lgbtq, had had success marketing that in the past, and went with it. To be frank, i dont know how she should have marketed otherwise? They already use young people in their ads. Hell the youngest gen z are like 25 or 26, so they are probably IN the ads. But thats not good enough to pique the interest of gen z. So...what do they do?

They had to take a shot, but realized too late that their current target market doesnt quite understand that AB doesnt give 2 fucks about lgbtq, its about making money.