Brand Responds to Social Media

upforwhateverAnheuser-Busch’s effort to engage social media got them in  hot water. Tapping into that legendary ability of alcohol to reduce inhibitions, Bud Light printed this on their labels:

the perfect beer for removing ‘no’
from your vocabulary for the night

No doubt it seemed like a good idea at the time.

Part of the #UpForWhatever campaign, the slogan is one of 140 different messages that are followed by “The perfect beer for whatever happens.”

The twitterverse erupted in criticism, citing issues of consent and college rape, as well as drunk driving and other questionable behaviors that the tagline could be condoning.  Ere long, Anheuser Busch issued an official statement within hours of widely read Mashable post:

Bud Light Vice President Alexander Lambrecht delivered a statement to Mashable stating that “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.”

However, no effort was made to remove existing bottles from circulation. The New York Times suggests they might become collectibles.

According to the Washington Post, former VP of communication Franzine Katz, who resigned in 2009 and sued the brewer for sex discrimination (she was paid far less than half of the male VPs), learned of the faux-pas from her 20 something daughter. Her reaction?

“Oh my God, are they kidding?”

The current communication head, also female, engaged in twitter bickering, calling the slogan “an honest mistake.”

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