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!
"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!
"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.