A phrase on a recent Bud Light bottle hit the internet and caused a bit of controversy. Now the company is responding.

Bud Light's "Up For Whatever" campaign has become a pretty major force in beer advertising; anyone who has watched football (or any sports, really) in the past few years has undoubtedly seen the ads hundreds of times. But one beer label from the campaign will have them paying a little closer attention to what they slap on their bottles:


Yikes. How this thing got past every gatekeeper along the way and actually got onto a bottle is pretty remarkable, considering how sensitive most companies generally try to be about making sure their products can't be interpreted in any way as even marginally endorsing sexual assault.

The company responded, with Vice President of Bud Light Alexander Lambrecht's post on the Anheuser-Busch website:

“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 brand engagement. It’s clear that this particular message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior. As a result, we have immediately ceased production of this message on all bottles.”

Whatever #Whatever you're #UpFor, hey, just go ahead and make sure that everyone around you is also #UpFor that same #Whatever.