Coca-Cola is facing criticism over its marketing campaign for a new high-end milk drink, with online commenters labelling the ads “sexist”, “gratuitous” and “boring”.
The ads – made to promote the company’s new “premium milk brand” Fairlife, launching in the US later this month – feature photos of naked women covered in milk.
One photo goofily plays on Marilyn Monroe’s iconic flying skirt moment (“Milk with flair!”, says the attached tagline), while another sees a woman standing on a set of weight scales with a shocked look on her face, in that classic pose of female-directed advertising. “Better milk looks good on you,” says an accompanying caption; “Drink what she’s wearing,” says another.
“Seeing these images of women’s bodies being used, once again, to advertise an unrelated consumer product is a tedious reminder that when it comes to the objectification of women in advertising, we seem to be slipping backward instead of moving forward,” wrote Bates.