Ubisoft China recently teamed up with Chinese clothing company Sheepedia to produce a new range of coffee mugs. Unfortunately, it wasn’t long before the product was pulled and an apology issued for what was allegedly a manufacturing error.

Sheepedia explained that it would no longer be selling the Ubisoft x Sheepedia mug due to a “bug” during the production process which caused the handle of the mug to appear on the inside. As you can see below, it’s a pretty glaring design flaw for a hot liquid receptacle. However, industry analyst and Twitter personality Daniel Ahmad has claimed that Ubisoft China and Sheepedia did this on purpose, and that it’s actually a way to create buzz for their upcoming clothing and accessory line.

Ahmad explains that “Ubisoft China is known for being a tongue in cheek, playing on the reputation of Ubisoft games, so it’s likely this is just a viral marketing campaign and not an actual error.” He points to a previous event hosted by Ubisoft China during which they made it look like a table in one of the booths was clipping into a wall. Brilliant.