Bud Light is once again deflecting criticism over new concerns surrounding its “Up For Whatever” campaign.
Just over a month after deleting a St. Patrick’s Day Tweet implying that it was oaky to pinch people who weren’t #UpForWhatever, the AB-InBev team has apologized for a newly released Bud Light beer bottle label that sparked a social media firestorm.
— Mashable (@mashable) April 28, 2015
The full label reads, "The perfect beer for removing 'no' from your vocabulary for the night.” Users on Twitter went after the beer giant for promoting “rape culture.”
Are you kidding me Bud Light? "The perfect beer for removing 'no' from your vocabulary"...? One word: rape. 3 words: get an education.
— katie schroeder (@SCHROwhatyaknow) April 28, 2015
— Footybedsheets (@_shireenahmed_) April 28, 2015
I'll be physically unable to process any sentiment that involves trying to convince me Bud Light didn’t know it was making a rape joke there
— Andrea Grimes (@andreagrimes) April 28, 2015
On Tuesday afternoon, Alexander Lambrecht, Bud Light’s vice president, released the following statement online:
“The Bud Light Up for Whatever campaign, now in its second year, has inspired millions of consumers to engage with our brand in a positive and light-hearted way. In this spirit, we created more than 140 different scroll messages intended to encourage brand engagement. It’s clear that this particular message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior. As a result, we have immediately ceased production of this message on all bottles.”
Though no new bottles will be manufactured with the offending tagline, the brand has not announced plans to have the beer pulled from store shelves.