“Eat Sponge and Die Motherfucker!” is the infamous tagline of the short-lived and ill-advised marketing campaign for Nerf-N-Strike, a Wii shooter packaged with an actual Nerf gun that doubled as a Zapper clone for the game.

The campaign was aborted swiftly and replaced with more suitable creative. 27 people from Nerf Co. were dismissed for the marketing blunder including copywriter Richard Cushing who defended the team’s choice as “extreme” and “with it.”