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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Source: http://adage.com/article?article_id=139633

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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...

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aleksczajka

Yeah, I wonder if the people who think this app is not sexist would think a similar app for talking to African Americans as opposed to women is not racist.

October 19 2009 at 11:24 AM Report abuse Permalink rate up rate down Reply

PSM

I don't mind ignoring it. They've said very clearly they're targeting it at "their demographic." I'm less offended by the app than by the fact that they don't want me drinking their product. Now that I know this, I'll be happy to oblige.

October 14 2009 at 6:17 PM Report abuse Permalink rate up rate down Reply

milkmage

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?

October 14 2009 at 10:45 AM Report abuse Permalink rate up rate down Reply

Martin

I think it's all hilarious. If you don't, ignore it. :)

October 14 2009 at 10:04 AM Report abuse Permalink rate up rate down Reply

Jason A. Quest

Never underestimate the marketing effectiveness of assholery, especially when selling to emotionally crippled morons.

October 14 2009 at 7:11 AM Report abuse Permalink rate up rate down Reply

Adrian vG

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.

October 14 2009 at 12:49 AM Report abuse Permalink rate up rate down Reply

Moldor

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...

October 13 2009 at 10:54 PM Report abuse Permalink rate up rate down Reply

Stephen P

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.

October 13 2009 at 10:09 PM Report abuse Permalink rate up rate down Reply

mikeken763

True fact: 90% of mac users prefer Pepsi over Coca-Cola

October 13 2009 at 10:02 PM Report abuse Permalink rate up rate down Reply

Dan Shewmaker

Sexist?? What's wrong with being sexist? Sounds like a buncha hippie koolaid drinkers got their panties in a twist.