What is it about beverage makers being two steps behind? This time it’s Bud Light’s 2015 #UpforWhatever campaign. Like a bad recipe to create a #MeToo moment, this ad quickly took a highly inappropriate turn. There’s no nice way to say it — the campaign came across as a pass for rape culture (via Entrepreneur). Many of the cans of this intoxicating beverage read “The perfect beer for removing ‘no’ from your vocabulary for the night.”
Where other brand’s mistakes may make us laugh, this flub could be a true, potential danger as it also pairs with intoxication. As one reader described in a now-deleted tweet, “What story do you tell with your brand? For Bud Light, it’s ‘Screw consent. Date rape is awesome!’ #UpForWhatever” (via Entrepreneur). Bud Light released a widely shared statement which falls rather flat looking back from today. “It’s clear that this message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior,” said Alexander Lambrecht, Bud Light’s vice president.
Reminder — drink responsibly and always understand consent: No means no.
If you or anyone you know has been a victim of sexual assault, help is available. Visit the Rape, Abuse & Incest National Network website or contact RAINN’s National Helpline at 1-800-656-HOPE (4673).