All of the geniuses at Bud Light are probably still asking themselves, “How do we turn this around and get customers back?” We don’t know how either, but they haven’t seemed to try admitting that they made a mistake and misjudged their consumer.

Gun manufacturer Heckler & Kock got into an online dust-up Tuesday, defending Miller Lite, whose video from March they said was about “worm poop” and believing that women don’t have to “mud-wrestle” to sell beer. That shouldn’t be controversial, said Molson Coors. Some might say there’s a difference between mud wrestling and using attractive models — or is “attractive” offensive now?

The tweets are gone now, but Rebel News reports:

Gunmaker Heckler & Koch inserted themselves into the “woke beer wars” by showing support for Miller Lite’s cringeworthy feminist campaign against the use of “sexy women” in product promotions. HK praised Miller Lite for their decision not to employ sexy “bunnies” in their beer advertisements. The gunmaker took it a step further the following day, issuing a second tweet denouncing such “objectifying” advertising campaigns as “trash marketing.”

Here’s the follow-up tweet:

Wow- woke? Allow me to translate: objectifying women was never a good marketing strategy. In the firearms industry, that was a prominent strategy up until recently. Many industries have done that (including beer corps).

As an actual woman typing this, I’ll use more words for you to comprehend: using bunnies to sell products is trash marketing. Supporting women by not doing that is good.

Heckler & Koch tried to right the ship Wednesday with this effort:

We, too, would like to know what “changes” were made. We can’t help but be curious.

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