Posted by Melissa S.
Marketing errors happen. One company’s mistake will shortly be forgotten by the time the next scandal plays out. But with how often these occur, you’d think by now brands would get a second opinion. Earlier this week, Bud Light could have used a second opinion.
For the past two years, the Anheuser-Busch affiliate has been promoting its “Up For Whatever” marketing campaign, which encourages beer drinkers to enjoy a spontaneous, carefree night out while endorsing #UpForWhatever on social media.
The most recent campaign effort involved adding catchy, lighthearted slogans to the beer bottles. But people quickly voiced their disgust on social media about one of the so-called catchy phrases. The bottle read:
“The perfect beer for removing ‘no’ from your vocabulary for the night. #UpForWhatever”
Consumers instantly referenced the slogan to sexual assault, and with more than 50 percent of sexual assault cases involving alcohol, it’s not an unheard of connection to make. Critics protested the brand by using the hashtag #UpForConsent.
Anheuser-Busch followed up with a brief—like 81-words brief—statement. “It’s clear that this particular message missed the mark, and we apologize,” said Alexander Lambrecht, Vice President of Bud Light. He went on to confirm that “No means no.”
One more marketing plan gone wrong. In this day and age, how is it possible that these double messages continue to be overlooked? Why is no one there to question how things could be misinterpreted?