Hey guys – made a big mistake we've removed the offensive video from all our channels. #fail
— Mountain Dew® (@mtn_dew) May 1, 2013
And with that sponsored tweet, Mountain Dew defused the latest in an embarassingly numerous string of downright stupid ad hoc ads by major consumer brands in recent weeks/months.
Crisis PR? Sometimes it really is that simple: recognize the problem, acknowledge responsibility, resolve offense. Please notice the refreshing lack of any weasel wordy qualifier, i.e., “…if we’ve offended anyone.” There, done with that.