Not Everybody is “#UpForWhatever”

This week, users in the twitter community responded to a label produced on the new Bud Light bottles. The slogan on the bottle reads: “THE PERFECT BEER FOR REMOVING ‘NO’ FROM YOUR VOCABULARY FOR THE NIGHT. #UpForWhatever”. Bud Light is backpedaling after upsetting people with this phrase that seemingly promotes rape culture.

Rape culture is a term that was coined by feminists in the United States in the 1970’s. It was designed to show the ways in which society blamed victims of sexual assault and normalized male sexual violence. By displaying this slogan on the Bud Light label, it expresses a complacent and almost positive attitude towards rape culture.

Speaking out against rape culture has become a bigger trend in online communities. Users on websites like Tumblr and Twitter are in support of feminist movements involving body positivity and opposing topics such as slut shaming.

Ahneuser-Busch published an official apology on their website and on social media Tuesday afternoon.

The apology sent via Twitter read: “We missed the mark on a new Bud Light bottle, and we regret it.”

In a statement posted to the company’s website and attributed to Bud Light Vice President Alex Lambrecht, the brewer said: “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.”

PR and social media consultant, Jeff Barrett chimed in “Bud Light….the perfect beer for marketers about to lose their job. #NoMeansNo”.

Screenshot image from Jeff Barrett’s Twitter page.

Screenshot image from Jeff Barrett’s Twitter page.


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