In May 2007, Mac's introduced a controversial advertising campaign for its new WTF Froster beverage. Targeting primarily net-savvy teenage boys, the campaign included posters and a series of viral internet video ads. Though the company insisted that WTF stood for "What's the flavour?", the controversy stemmed from the use of the WTF internet slang acronym ("what the fuck"), a poster of a nun and goat bowing in the presence of a cup of WTF, and video ads portraying sexual innuendo and bizarre or questionable conduct. Mac's pulled the more controversial ads after the media amplified the attention given to it by their unpaid mentions of the product.