By Tripp Mickle
A controversial Bud Light label went through at least five
layers of approval before it landed on the front of beer bottles
and sparked a social media storm among consumers concerned it
encouraged rape.
Anheuser-Busch InBev NV stopped production of the label Tuesday
night, ending its two-month run describing Bud Light is "The
perfect beer for removing 'no' from your vocabulary for the
night."
The slogan made its debut amid a national push, especially on
college campuses, to discourage sexual assault and a national "No
Means No" campaign sponsored by the American Association of State
Colleges and Universities.
AB InBev evaluated a recall of bottles with the offensive phrase
but said it decided against it because the label doesn't pose a
health or public safety concern, a spokesman said. The company
estimates less than 1% of Bud Light bottles in circulation feature
the label. It is one of about 140 labels in circulation in an edgy
campaign dubbed "Up for Whatever."
The company conceded yesterday that the label, which started to
generate viral anger and disbelief on Tuesday, was a mistake. Still
it didn't explain exactly how it could have passed muster in a
system where such ads and messages had to be approved by many
layers.
Initially, AB InBev spread the blame, noting that its
advertising agency BBDO, which handles Bud Light's "Up for
Whatever" campaign wrote the label, as it has hundreds of others
that are affixed to individual bottles that are randomly packed
together typically in six- and 12-packs. BBDO declined to
comment.
AB InBev also noted that the labels passed through the U.S.
Alcohol Tobacco Tax and Trade Bureau. That agency doesn't review
what it calls "puffery," a spokesman said. It confirms that labels
provide correct information to consumers about a beer's
identity.
Internally, AB InBev said the labels are reviewed by Bud Light's
marketing team, members of Anheuser-Busch's legal team, corporate
social responsibility division and an advertising code
committee.
In a statement, Bud Light Vice President Alexander Lambrecht
said the label's "message missed the mark, and we regret it. We
would never condone disrespectful or irresponsible behavior."
Write to Tripp Mickle at Tripp.Mickle@wsj.com
Access Investor Kit for Anheuser-Busch InBev SA
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=BE0003793107
Access Investor Kit for Anheuser-Busch InBev SA
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=US03524A1088
Subscribe to WSJ: http://online.wsj.com?mod=djnwires
