Brewing company Heineken has removed a television advertisement for its light beer amid a wave of criticism slamming the commercial as racist.
American musician Chance the Rapper led the chorus of condemnation on social media, accusing some companies of creating "racist" commercials to bait consumers.
The , which aired in Australia, New Zealand, Canada and the US, promoted a Heineken Light Beer which has 99 calories.
The ad featured a bartender sliding a Heineken beer along a bar past three black people before it ended up in the hands of a lighter skinned woman. Before the woman picked up the beer, the tagline read: "Sometimes, lighter is better".
Chance The Rapper performs at the Austin City Limits Music Festival. Source: AAP
"I think some companies are purposely putting out noticably [sic] racist ads so they can get more views. And that shit racist/bogus so I guess I shouldn’t help by posting about it. But I gotta just say tho. The “sometimes lighter is better” Hienekin [sic] commercial is terribly racist omg," Chance the Rapper wrote.
"Im not saying boucott [sic] them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and shit. Like I didnt wanna tweet about it so bad but its like how can u not [sic]," he added.
Many on social media agreed with Chance the Rapper and labelled the ad "tone-deaf".
Other social media users thought Heineken may not have intentionally intended to cause offence.
Heineken has removed the ad from TV and online rotation, acknowledging they "missed the mark".
“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” a spokesperson told NBC News in the US.
“While we feel the ad is referencing our Heineken Light beer, we missed the mark, are taking the feedback to heart and will use this to influence future campaigns."
Heineken is not the only international brand to come under fire from consumers.
Clothing retailer H&M was recently slammed for a poster showing a black child modelling a hoodie reading "coolest monkey in the jungle".
