Sprite Accused Of Slut-Shaming In New #BrutallyRefreshing Ads

Sprite Accused Of Slut-Shaming In New #BrutallyRefreshing Ads

Sprite in Ireland has seen the shit hit the fan after releasing a string of new adverts for its #BrutallyRefreshing campaign, which have appeared on billboards and on websites around Ireland. And while some of the taglines could be applied to either gender, the strong lean towards ‘lad jokes’ has raised eyebrows and copped serious criticism on Twitter.

Hannah Edensor
Posted by Hannah Edensor

The campaign features lines such as, “She’s seen more ceilings than Michelangelo”, ‘You’re not popular, you’re easy”, and “A 2 at 10 is a 10 at 2!”

According to BBC News, Coca-Cola has since apologised, with a spokesperson saying, “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.

“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.”

But it’s too late for the #BrutallyRefreshing hashtag, which has been repurposed on Twitter to shame Sprite instead, resulting in a flurry of damning tweets.