it's way too soon to decide if it's a shit move or not, profits aren't measured in weeks
No it isn't. They have lost significant sales that they aren't getting back.
Local owners have told me that AB products are down 50%.
The only way your statement could be remotely correct is if there is some kind of backlash to the backlash to the backlash that propels their sales to a greater level.
It was an absolute disaster - the choice of influencer, the VP making a video insinuating that a majority of their consumers are junvenile, the pandering, over the top pro american panic commercial, the CEO doing damage control further alienating the LGBT community.....
But, to the weeks point, I've done pharmacy financial planning - the focus was most definitely weekly, because when you do 800M+ in a week, significant lost sales in a week can impact a quarter
