Thursday 27 October 2016

Bud Light apology over bottle label

Published 29/04/2015 | 15:41

Anheuser-Busch apologised over a Bud Light slogan (AP)
Anheuser-Busch apologised over a Bud Light slogan (AP)

Anheuser-Busch has apologised over a slogan that appeared on bottles saying Bud Light removes the word "no" from drinkers' vocabulary.

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Photos of bottles with the slogan went viral on social media with widespread complaints about the label, particularly at a time of national debate about college rape.

"The perfect beer for removing 'no' from your vocabulary for the night," the copy read in full.

The response on social media ranged from crude jokes to criticism that the slogan is part of a culture that tacitly condones sexual assault.

The slogan is part of the brewer's two-year-old Up for Whatever campaign that includes a wide array of marketing, such as a Super Bowl commercial that showed a Bud Light drinker going through a live-action Pac-Man game.

The company said the bottle-message campaign included more than 140 different messages intended to "encourage brand engagement". It said this one missed the mark and the firm regretted it.

"We would never condone disrespectful or irresponsible behaviour," Alexander Lambrecht, vice president at Bud Light, said in a statement. "As a result, we have immediately ceased production of this message on all bottles."

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