Coca-Cola may consider its long-running “Share a Coke” campaign a slump-busting success, but the customizable labels also give easy ammo to the company’s many detractors.

The most recent hijacking comes from the Center for Science in the Public Interest, a public health advocacy group, which managed to turn the marketing scheme on its head by ordering a bottle emblazoned with the phrase, “Share a Coke with Obesity.” The organization parlayed the custom design into a widely viewed public service video warning of the dangers of soft drinks.

The mocking sticker was made possibly by Coke’s custom label generator, a tool that lets you tag a bottle with whatever names you want to see in the soda brand’s iconic lettering. That is, as long as it hasn’t been flagged on Coke’s lengthy running blacklist of words it deems unfit to grace its packaging.

Coke advises that submissions should be “respectful, tasteful and appropriate” and avoid any trademarks or celebrity names.

Its crackdown has been helped along by critics and pranksters — some of them journalists — who’ve slipped imaginatively dark or vulgar twists through its vetting process that were promptly banned thereafter.

One such agitator was Mike Howard, CEO of Boston design agency Daughters and Howard, who spent some time idly toying with the generator during some work for the health group and discovered that the word “Obesity” had somehow escaped the soda giant’s watchful eye. A few days later, the bottle arrived in the mail.

Of course, once Coke took notice of the jab, the word was quickly blocked. The company was also predictably not pleased with the video the group made to document the whole undertaking.

“Thousands of Coca-Cola fans have created custom bottles through this program, and the ‘Share a Coke’ website has guardrails in place to help ensure a positive consumer experience,” a company spokesperson wrote in an email to TakePart. “It’s unfortunate that CSPI and others deliberately try to turn a fun experience into something negative to further their attacks on our brand.”

In the face of growing outcry over the sugary beverage’s links to health problems like Type 2 diabetes and obesity, Coca-Cola recently enlisted influential scientists to spread the message that Americans should worry less about watching their calories and more about exercising regularly.

The name of one of these scientists, University of Southern California health and fitness professor Steven Blair, fails the generator test when tried in the video. (In fairness to Coke, none of the full names I attempted made it through.) Some other rejected names: Diabetes, Tooth Decay and Heart Disease.

The campaign video ends with an image of a bottle labelled with the phrase “Share a Coke with Honesty” and calls on viewers to counter Coke’s #ShareACoke hashtag with #ShareHonesty.

Perhaps out of spite, the word honesty — which is actually sometimes a name — also seems to have been banned from the name generator.

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