Every so often, we come across a brand decision so obviously inappropriate that we’re left to wonder how the heck the idea ever made it out of the brainstorm phase.

Such is the case with Bud Light, which supported its “Up for Whatever” campaign with a bottle that included the tagline “perfect beer for removing ‘no’ from your vocabulary for the night.”

After the public cried out—as the public is wont to do in these situations—over the seemingly overt date-rape, or at the very least sexual, implications of the tagline. Bud Light parent company Anheuser-Busch pulled the bottle and issued this statement:

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.

“Missed the mark” is one way to put it.

The bottle was originally brought to light on Reddit. You can see the post in all its NSFW glory here.

This isn't the first time Bud Light's "Up for Whatever" campaign has gotten the brand into trouble. Last month, people interpreted the brand's St. Patrick's Day tweet as advocating for touching women without consent.

[Sign up to get be notified of upcoming conferences, workshops and webinars.]

(Image via)