Like a fair amount of beverage companies, SoBe Lifewater is known for putting messages in its bottle caps. Between phrases like “That’s what she said” and “Now a nugget,” the brand is usually goes for the
cheap quick laugh.
It looks like the marketing department for SoBe is taking a dark and melancholic approach. The new bottle caps feature new and slightly disturbing message:
Now it’s definitely on purpose, however, SoBe patrons took to Twitter to express their concerns over the message. Turns out joking about someone being trapped in a factory just isn’t as funny as they initially thought.
The company has since apologized for the message.