This study investigates the attitudinal reactions of people in the city of Rio de Janeiro, using as a basis the case of Bud Light beer in the United States and the negative reactions of the American people after a controversial advertising campaign. The research consists of exposing the Brazilian context to the factors that contributed to the results of the advertising campaign abroad and measuring attitudinal manifestations around the topic of gender diversity, specifically with transgender people. The objective is to analyze the data obtained and evaluate whether the reaction could cause a change in final purchasing behavior. This work contributes to the understanding of marketing dynamics and consumer behavior.