Jump to Main ContentJump to Primary Navigation
Top

“She's seen more ceilings than Michelangelo”: Sprite's #BrutallyRefreshing advert slammed for 'sexist banter'

sprite advert sexist banter.jpg

Beyonce more than proved that humble lemonade can, in fact, prove to be a somewhat controversial concept with her most recent musical offering. Sprite has now done the same, with far less appeal.

Causing outrage in Ireland, the fizzy drink brand owned by Coca-Cola used a sour line-up of sexist one-liners to push their banterous #brutallyrefreshing campaign, prompting widespread accusations of slut-shaming.

“She's seen more ceilings than Michelangelo” and “You’re not popular, you’re easy”, are just two of the misogynistic jokes used in the adverts, intended to target the male audience of Irish website JOE.ie.

Initially flagged by radio presenter Louise McSharry, who shared a screen grab of the offensive campaign on Twitter, social media channels have since flooded with backlash and denunciations of the adverts as slut-shaming on a global level.

“Someone actually approved this awful, misogynistic advertising campaign?” writes one user, while another adds: “A marketing firm convinced itself & @CocaCola that *abstract slut-shaming* was the way to go?! #BrutallyRefreshing.”

The seemingly ‘laddish banter’ aspect of the campaign has also come under fire.

While editor of JOE.iePaddy McKenna, was quick to assert that the message of the advert was in no way a reflection of the website’s brand values, a Coca Cola spokesperson has issued a somewhat cool apology.

“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,” reads the official statement.

“Since its introduction in Ireland, Sprite has been associated with individuality and self-expression and we have always been committed to ensuring we deliver the highest standard of advertising.

“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.”

Naturally, Twitter has some feedback...

Comments

More

Samantha Baines: “It’s time to leave our vaginas the hell alone”

The Call the Midwife star has her say on vaginal beauty treatments

by Kayleigh Dray
26 May 2017

Ramadan: The best places to break your fast in London

These London restaurants provide late night openings and special iftar menus

26 May 2017

10-year-old survivor’s letter to Ariana Grande is beyond beautiful

“I really hope you’re not too scared”

by Kayleigh Dray
26 May 2017

It’s official: this easy email hack is guaranteed to boost read rates

Make your emails stand out in your recipient's inbox with one simple trick

by Jasmine Andersson
26 May 2017

Fathers pay more attention to daughters than sons, new study shows

Dads are also "more emotionally engaged" with girls

by Anna Brech
26 May 2017

Men are totally devastated by this women-only Wonder Woman screening

Who knew they were such big fans of Diana Prince?

by Moya Crockett
26 May 2017

Dog breaks into studio to help reporter read the news

The internet is obsessed with this live news blooper (and for good reason)

by Kayleigh Dray
26 May 2017

“Get over yourself”: gymnast hits back at stranger who judged her arms

Alexandra Raisman responds to “rude and uncomfortable” incident

by Anna Brech
26 May 2017

Fighting for their rights: the heroic teens battling period taboos

"I wasn’t allowed to comb my hair, look in the mirror, attend school, read and write."

by Sarah Biddlecombe
25 May 2017

Twitter responds to terror threat level the only way it knows how

#BritishThreatLevels showcases the self-deprecating humour we Brits seem to love

by Amy Swales
25 May 2017