Filed under: Analysis / Opinion, Software, Odds and ends, Freeware, iPhone, App Store, iPod touch
Pepsi apologizes for sexist iPhone app, inadvertently fans the flames
PepsiCo's Amp Energy brand stirred up a lot of hatred in the last couple of months when the "AMP UP Before You Score" app [iTunes Link] was released. This app, branded as sexist and inappropriate by a lot of people who rated it in the App Store, provides guys with cards to "identify her type," pickup lines that are useful with a particular "type" of woman, and ways of keeping track and spreading the news via social networking if you "get lucky."A public apology was made by Amp on its Twitter feed (@ampwhatsnext) which introduced the app and its questionable content to a larger audience. Even worse is that the apology included a new Twitter hashtag, #pepsifail, and was retweeted on several other Pepsi feeds. That had the effect of not only causing more people to become aware of the app, but also increased the furor towards it and towards PepsiCo.
A post on Advertising Age noted that Pepsi's strategy seems to be somewhat confused, as they haven't pulled the app, and by linking the Amp Energy app to the Pepsi brand they're beginning to get heat for the entire brand -- not just the app.
An App Store review by iPhone developer Raven Zachary said it best: "Dear Pepsico, your iPhone app, AMP UP before you score, is offensive and is a great new case study for branded apps gone wrong." You have to wonder, though, if this is actually working to introduce many more people to the Amp Energy brand.
[via AdAge]
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Reader Comments (Page 1 of 2)
(01) said 6:39PM on 10-13-2009
I don't know that this:
"Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it's in bad taste & appreciate your feedback."
posted on Twitter really constitutes and apology.
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Josh said 6:49PM on 10-13-2009
Sounds like marketing brilliance to me!
My guess is they are not sorry at all.
Oh and who cares?! If you don't like the App don't download it!
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wookiefeet said 6:47PM on 10-13-2009
My experience using AMP when hooking up was not at all pleasurable. it made things all sticky and then attracted tons and tons of ants to my man part area.
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Ian said 7:16PM on 10-13-2009
Huh. AMP is a Pepsi product.
Noted.
I will continue drinking neither AMP or Pepsi.
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oZ said 7:42PM on 10-13-2009
It's good that you're swayed so easily.
Yuusharo said 8:22PM on 10-13-2009
AMP isn't bad, better than Monster. But more than the drink, I love the brilliance behind this application. If you think about it, there isn't a single thing that can go out with the Pepsi Co brand name that doesn't funnel through meetings with executives and legal council. Pepsi knew *exactly* what they were doing when they released this app - do something crazy to stir up controversy in an effort to get free publicity, which worked. To top it all off, the app is still available even after this supposed "apology," meaning people are able to check out what the fuss is all about.
Brilliant. Besides, if you actually try the app, there's nothing sexist about it. Stereotypical, silly and childish, but not "sexist." Have we really gone so far to say that if you're not a middle-class white male, you can't poke a little fun anymore? Lighten up, people.
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(01) said 5:50PM on 10-14-2009
Yeah, pretty tough being a white male these days, you can't make fun of anyone!
Gav said 7:15PM on 10-13-2009
What's wrong with being sexy?
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DarkPenguin said 7:29PM on 10-13-2009
First of all: Brilliant marketing.
Second: Who cares if it's offensive? There is a warning for mature content and it's not like it's plastered on billboards or something where you have to see it. It's an app which you have to find and choose to download. I will restate what has been stated many a time: people need to get over themselves.
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Hal said 7:49PM on 10-13-2009
This app is a joke. If someone were to take it seriously they'd be laughed at-- and not in a good way.
Don't take it or yourselves so seriously, people.
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brian.gillespie said 9:08PM on 10-13-2009
Have you ever tasted AMP, it's horrible. I guess their poor taste extends throughout the brand.
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Jean Valjean said 8:44PM on 10-13-2009
Sexist??? What is wrong with all these people? Lighten up people. A lot of fuss for nothing...
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Dan Shewmaker said 10:52AM on 10-14-2009
Sexist?? What's wrong with being sexist? Sounds like a buncha hippie koolaid drinkers got their panties in a twist.
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mikeken763 said 10:02PM on 10-13-2009
True fact: 90% of mac users prefer Pepsi over Coca-Cola
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Stephen P said 10:09PM on 10-13-2009
If you look at the Digg front page any given day, you'll see exactly who this is marketed at. Appropriate for the target audience.
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Moldor said 10:54PM on 10-13-2009
Didn't someone say "there's no such thing as bad publicity" ?
It's like all these "leaks" from Apple - or should I say leaks BY Apple...
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TrendGiveAfuck said 12:49AM on 10-14-2009
The world is full of weaklings. Ignore if it's not your taste and stop complaining! Didn't know AMP existed, though. If it's better than Burn! I'll try it.
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JAQ said 7:12AM on 10-14-2009
Never underestimate the marketing effectiveness of assholery, especially when selling to emotionally crippled morons.
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Martin said 10:04AM on 10-14-2009
I think it's all hilarious. If you don't, ignore it. :)
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milkmage said 10:45AM on 10-14-2009
twitter is super popular. is anyone surprised that the marketing/PR geniuses who sent the "apology" via a tweet ALSO included the pepsifail hashtag?
..or is self deprecation a new form of viral marketing?
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