Do consumers associate with your brand? Today for many competitive brands this question is particularly important when attempting to win over millennial consumers. But while some companies can affirmatively say “yes”, for others the answer may not be so apparent. In 2015 one of the most famous beer brands in the USA, Bud Light, was in the middle of their “Up For Whatever” marketing campaign with around 140 different short messages printed on bottle labels to increase consumer engagement. Most of the labels contained trivial slogans like “the perfect beer for when you're eating breakfast meats outside of breakfast hours” or “the perfect beer for singing loud, even if you don’t know the words”. However, not all slogans had reached the brand’s consumers in the right way. The message “The perfect beer for removing ‘no’ from your vocabulary for the night” was perceived as a promotion of a rape culture among many Americans and had quickly became a real trend on Twitter. The Bud Light representatives said the slogan meant to encourage saying “yes” to new experiences and did not intend to promote sexual assault. Whatever the message it was the brand wanted to convey, it had clearly failed to increase consumer engagement. As a result, later that year Bud Light faced a serious drop in sales. Luckily, though, the brand recovered relatively quickly after the controversial slogan had been removed from the bottles.