On March 23, 2012, Belvedere Vodka's Twitter and Facebook pages posted an advertisement that was attacked for making light of rape. The ad featured a man groping and restraining a woman who appeared to be trying to flee in panic, and the slogan, "Unlike Some People, Belvedere Always Goes Down Smoothly.".[3] Forbes called the ad the "Social Media Idiocy of the Day," and online feminist activists called for the firing of those responsible for the ad.[4][5] Belvedere was also criticized for their apology in the immediate wake of the gaffe, as it stated that the company was "apologiz[ing to] any of our fans who were offended by our recent tweet."[6] As an expression of their remorse, the company announced it would make a donation to the Rape, Abuse & Incest National Network.