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.
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.
Two degrading and disgusting ads by Sprite spotted this week. #BrutallyRefreshing ??#TerribleAdCampaign more like pic.twitter.com/stRTocZjs4
— ♡ Brenna ♡ (@BrennaKeane) July 22, 2016
Hey @Sprite you know what’s #BrutallyRefreshing ? Any other companies beverages now.
— Amarielle (@AmarielleEU) August 3, 2016
The only reason Irish people drink @Sprite is when there’s no 7up available #BrutallyRefreshing enough for ye?
— Sheena Flynn (@sheena4one) August 3, 2016
Wow @Sprite, what a MASSIVE error you’ve made. Your #BrutallyRefreshing campaign will hurt you perhaps irreparably. It’s 2016, you know?
— Andy Corkhill (@andrewpcorkhill) August 3, 2016
What would be #BrutallyRefreshing @Sprite is you dragging your marketing into the 21stC an unreserved apology+a massive donation to charity
— Siobhán (@WellNowUniverse) August 3, 2016
Sprite: “We’d like to aim our product at a misogynistic audience.”
Marketer: “Say no more.”#BrutallyRefreshing pic.twitter.com/y9VWhV9CVX
— Tommy Smith (@tommyxcore) August 3, 2016
Sprite: “We’d love more arseholes to buy our drinks”
Marketer: “Consider it done!”#BrutallyRefreshing @Sprite pic.twitter.com/J3gD9e4Ugy
— Kate Gilson (@kategilson) August 3, 2016
It’s not #BrutallyRefreshing @CocaCola. It’s a parade of misogynistic slurs, and a stain on your legacy. You should be ashamed of yourselves
— Desktop Hippie (@desktophippie) August 3, 2016
Seems like every day now I need to remind myself it’s not actually 1985. #BrutallyRefreshing pic.twitter.com/88XY7UVJwc
— Mark O’Brien (@Mark_JOBrien) August 2, 2016
