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This Beer Company Just Learned Why You Shouldn't Have A Bot Auto-Reply To Your Customers

Especially when people start calling you out for being sexist.

Posted on May 29, 2015, at 3:17 a.m. ET

Brazilian beer company Itaipava recently released a video encouraging viewers to use the hashtag #ficaverão (meaning: please, stay Summer).

A Verão tem um recado importante pra você. Assista! https://t.co/DvRd9LbjUh

The video stars Brazilian dancer Aline Strike as "Summer" and repeats the puns “Vem, Verão” (Come on, Summer) and “Verão é nosso” (The Summer is ours).

The company also appeared to have created a Twitter bot that automatically replies to all uses of the hashtag, thanking the user and asking them to support the campaign.

@dreka, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

Do you mean that anything I write Itaipava will respond with the same bot? #staysummer”

"@dreka, thank you. Now we just hope fot the campaign to pan out. Kisses and many cold beers for you!"

Even if the tweets are extremely negative.

@daniela_gorski, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

“what a rubbish campaign @itaipava responds automatically when you use the hashtag #staysummer lol”.

Some people took the opportunity to highlight the superiority of winter over summer.

@_LuaOfPocket, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

“#staysummer go away and take these people who like summer to hell too, thanks."

@Ananda_RedDevil, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

"This #staysummer, promoted by Itaipava, it is absurd in every way. 1 - the commercial is an endless misogyny, 2 - summer is bad."

#ficaverão vai embora e leva esse povo que gosta de verão pro inferno também, agradecida

"#staysummer go away and take these people who likes summer to hell too, "

Other Twitter users used the opportunity to express their opinions on the beer's taste.

@Giglio_natan, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

"Itaipava tastes like pee #staysummer."

@ana_freitas, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

I wanted a campaign for Itapaiva that doesn't send me straight to the bathroom after I drink one glass #staysummer.”

The company also received huge amounts of criticism for the sexist nature of the campaign.

@UaiNick, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

"This campaign #StaySummer is so misogynist, so disgusting. Hopefully it will scratch Itaipava's image."

@ACretina, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

Via Twitter: @itaipava

"I'm doing a test here. The campaign #staysummer is pretty bad. Not only sexist, but bad. They still will thank me. Wanna see?"

@OnlyKp0p, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

Via Twitter: @itaipava

"I hate any beer advertising that puts the woman as an object to be conquered. Be more creative, not idiots."

@juliathetinski, obrigada. Agora é só torcer para essa campanha dar certo. Beijos e muitas geladas pra você!

"I like beer, it's a shame that most of the communication is focused on male audience only. #sexism #staysummer".

Some brands, no matter where you go in the world, still apparently have no idea how to use Twitter.

BuzzFeed has reached out to Itaipava for a comment following the backlash. If we receive a reply we will update this post.

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