AP
The "Brutally Refreshing" campaign has received backlash after people criticized ads as sexist and degrading, instead of tongue-in-cheek and honest.
Lines from the campaign include "She's seen more ceilings than Michelangelo," "You're not popular… you're easy," and "A 2 at 10 is a 10 at 2."
Irish social media users soon took to Twitter, arguing that the ads were misogynistic.
Coca-Cola did not immediately respond to Business Insider's request for comment.
Two degrading and disgusting ads by Sprite spotted this week. #BrutallyRefreshing ??#TerribleAdCampaign more like pic.twitter.com/stRTocZjs4
- ? Brenna ? (@BrennaKeane) July 22, 2016Only just seeing Sprite's #BrutallyRefreshing campaign copy. Who on earth thought this would be a good call? pic.twitter.com/wO2y6PBGtS
- Grace Nuttall (@aGraceinspace) August 2, 2016An office full of bros thought slut shaming was the #BrutallyRefreshing way to sell @Sprite. *slow clap* pic.twitter.com/uIO1OAxv14
- Scott Flashheart (@unlikelylad) August 3, 2016Irish radio presenter Louise McSharry, who has 14,900 followers on Twitter, played a key role in drawing attention to the campaign.
SERIOUSLY with this takeover in 2016? pic.twitter.com/q5TBk5AmdL
While earlier marketing for the 'Brutally Refreshing' campaign seemed light-hearted (if slightly confusing), it's pretty clear that more recent mottos went from sly and somewhat confusing to straight-up demeaning.
By 'tight' do they mean a close or cheap friend? #spritead #brutallyrefreshing #brutalad pic.twitter.com/Kh4vaIPdfb
Truer words have never been written #brutallyrefreshing snack time? @amandajadexx pic.twitter.com/3TX9wnq6mi
- Josh Sohmer (@JoshSohmer) July 8, 2016Thanks @Sprite! ??You know me well. #BrutallyRefreshing pic.twitter.com/YYzcMmA05o
- Rebecca Shekleton (@RebShekleton) July 20, 2016Sprite sent me and @BlathnaidT these bottles. They're so appropriate. Sorry Bláth. #BrutallyRefreshing pic.twitter.com/DqaMKBwSV9
- Stephen Byrne (@stephenbyrne) July 22, 2016Now, consumers in Ireland and beyond are speaking out against the campaign.
Individuals have taken to Twitter, calling for Coca-Cola to make ammends and threatening a boycott.
#BrutallyRefreshing? Sprite's sexist 'banter' marketing campaign tastes old and flat. On the boycott list! https://t.co/5XnT74t2jK
Is it #BrutallyRefreshing to call @Sprite 'a-so-far-removed-from-reality, boys-club, failing-at-balancing-niche-and-edgy, bunch-of-cretins'?
- AP Corkhill (@APCDU) August 3, 2016Wow @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, 2016I'm done buying Sprite #BrutallyRefreshing
- Caitlin (@ThisCaitlin) August 3, 2016Cocacola/Sprite should match the money they blew on their slutshaming ad campaign and donate it to @RCNIreland and @NWCI #BrutallyRefreshing
- Damien Mulley ¸ (@damienmulley) August 3, 2016A spokesperson for the soda giant told the BBC:
"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... 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."