Take note: “The Perfect Beer For Removing ‘No’ From Your Vocabulary For The Night #UpForWhatever” might not be the most responsible marketing campaign…
That is what Bud Light is learning very quickly, with huge backlash from their latest beer labels.
How the slogan managed to get past the brainstorming stages, we aren’t sure, but in an age where rape culture, binge drinking and sexism are all highly important and sensitive topics, Bud Light must take responsibility.
In the past 24 hours social media has been ablaze with critisism, forcing the internationally known beer company to withdraw the latest marketing push.
— Fractal (@fractical) April 28, 2015
Budweiser – a proud sponsor of American Rape Culture™ (Removing the “no” from women’s vocabulary since 1876). https://t.co/sXlxReZLAl
— Blasfemmey (@BLASFEMMEY) April 28, 2015
— Miss Representation (@RepresentPledge) April 28, 2015
— lyssianna (@lyssianna) April 28, 2015
— Lyndsay Kirkham (@Lyndsay_Kirkham) April 28, 2015
— Dave Murphy (@DaveMurYYC) April 28, 2015
This comes at the same time that Bud Light are working hard to break into the female market, creating a number of ads aimed at the young female demographic.
— Bud Light (@budlight) April 25, 2015
The company have offered an apology in statement to E! News, however it has not addressed the issues in public on Social Media or their website – despite responding to many positive comments via the platforms in the same time frame.
“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,” Alexander Lambrecht, Vice President of Bud Light at Anheuser-Busch, tells E! News in a statement.
“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.”
Is this an over-reaction to a well intentioned slogan or should the company be penalised more heavily?
Many are asking for the company to donate to consent education and pull the campaign altogether.