While editor of JOE.ie, Paddy 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...

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