Sprite’s ‘Brutally Refreshing’ Ad Campaign Is Slammed for Being Brutally Sexist by Michal Addady @FortuneMagazine August 4, 2016, 12:42 PM EDT E-mail Tweet Facebook Linkedin Share icons Soft drink giant Coca Cola ko has recently come under fire for an offensive ad campaign promoting Sprite. The advertisements appeared in Ireland and featured hackneyed jokes you’ve probably already seen enough of on Tumblr. Billboards and Sprite bottles were adorned with lines like, “A 2 at 10 is a 10 at 2” and “You’re not popular… you’re easy.” As Business Insider reports, these tasteless gags quickly received negative attention as many took to Twitter to point out that they aren’t so much “Brutally Refreshing” as they are brutally misogynistic. 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, 2016 Account Man: What's #BrutallyRefreshing?Copywriter: Sluts.AM: If we soften the language, client will love it. pic.twitter.com/Xh89wWmdhm — Nathalie Gordon (@awlilnatty) August 4, 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 Some are even threatening to boycott the product. I'm done buying Sprite #BrutallyRefreshing — Caitlin (@ThisCaitlin) August 3, 2016 Sprite boycott underway. #Brutallyrefreshing my ass! I will also be swapping to Pepsi for my cola fix #brutallybleak mysogenistic buffoons — Yummy Mummy (@FitYummyMummyK) August 4, 2016 #BrutallyRefreshing? Sprite's sexist 'banter' marketing campaign tastes old and flat. On the boycott list! https://t.co/5XnT74t2jK — Laura Waddell (@lauraewaddell) August 2, 2016 “We apologize for any offense caused by the #BrutallyRefreshing Sprite campaign in Ireland, and we have removed the advert in question,” Coca Cola Ireland told Fortune in a statement. “We strive to deliver the highest standards of advertising, and we recognize that on this occasion the content did not meet our, or our consumers’, expectations. The campaign has now ended, and the advert will not appear again.” The company came under fire late last year for another ad campaign in Mexico that had been described by many as racist. Eight months later consumers appear to have forgotten the controversy and, though Coca Cola may be struggling in some aspects, its stock has remained steady.