Here’s the statement, attributed to Alexander Lambrecht, Vice President, Bud Light, Anheuser-Busch:
“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.”
This is the second time in only a few months that Bud Light has had to apologize over the lecherous implications of its “up for whatever” campaign. In March, the beer brand Tweeted that it was okay to go around pinching strangers in public on St. Patrick’s Day if you were “up for whatever.”
Many saw this as the company promoting the idea of unwanted assault by drunken revelers. Bud Light subsequently removed the Tweet and apologized, but only to those who “misunderstood” the intention.