Coca-Cola is in hot water because of the latest Sprite campaign in Ireland.
The “Brutally Refreshing” campaign has received backlash after people criticised ads as sexist and degrading, instead of tongue-in-cheek and honest.
Lines from the campaign include “She’s seen more ceilings than Michelangelo,” “You’re not popular… you’re easy,” and “A 2 at 10 is a 10 at 2.”
Irish social media users soon took to Twitter, arguing that the ads were misogynistic.
Coca-Cola did not immediately respond to Business Insider’s request for comment.
Irish radio presenter Louise McSharry, who has 14,900 followers on Twitter, played a key role in drawing attention to the campaign.
SERIOUSLY with this takeover in 2016? pic.twitter.com/q5TBk5AmdL
— Louise McSharry (@louisemcsharry) August 2, 2016
While earlier marketing for the ‘Brutally Refreshing’ campaign seemed light-hearted (if slightly confusing), it’s pretty clear that more recent mottos went from sly and somewhat confusing to straight-up demeaning.
— Desmond Farrelly (@desfarrelly3) April 12, 2016
Now, consumers in Ireland and beyond are speaking out against the campaign.
Individuals have taken to Twitter, calling for Coca-Cola to make ammends and threatening a boycott.
— Laura Waddell (@lauraewaddell) August 2, 2016
A spokesperson for the soda giant told the BBC:
“We’re sorry for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, which was intended to provide an edgy but humorous take on a range of situations… We recognise that on this particular occasion the content did not meet this standard and we apologise. The campaign has now come to an end and the advert in question will not appear again.”
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