A Storm in a Beer Bottle

Storm in a Beer Bottle

Bud Light have been forced to apologise after causing controversy on Twitter with their ‘Up for Whatever’ campaign. The campaign was supposed to be a rallying point for fun but a misguided tagline turned it into a Twitter storm.

The offending tagline – “the perfect beer for removing ‘No’ from your vocabulary for the night” – has been accused of insensitivity considering the role alcohol plays in in rape cases.

Lisa Weser, senior director of US marketing communications, responded to the Twitter criticisms with this Tweet:

Bud Light later issued a longer statement:

“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 spontaneous fun. It’s clear that this message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior.”

Here’s a look at some of the Tweets that pushed Bud Light to apologise:

The big takeaway here is that all messaging you put out as a brand must be seriously scrutinised. However, it should also be noted how quickly and effectively Bud Light responded to the incident. The mistake should not have been made, but once the problem became apparent they dealt with it well. Responding to negativity correctly is something we’ve discussed before, maybe Bud Light were taking notes?

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