Sprite’s ‘brutally refreshing’ ad sparks sexism row

The soft drink brand’s ‘#BrutallyRefreshing’ campaign came under criticism when it appeared on JOE.ie, a website claiming to be the ‘Voice of Irish Men’. The complaints prompted Coca-Cola, owner of Sprite, to apologise and remove the advert from circulation.

The campaign, launched in March, used slogans ‘A 2 at 10 is a 10 at 2!’ and ‘One dip is never enough!’ to promote the Sprite brand.

‘#BrutallyOffensive’​

Twitter users claimed the campaign was ‘misogynistic’, and not ‘#BrutallyRefreshing but only #BrutallyOffensive’.

SERIOUSLY with this takeover in 2016? pic.twitter.com/q5TBk5AmdL

— Louise McSharry (@louisemcsharry) August 2, 2016

Seriously @Sprite? Need to revise your internal policies. This ain't #BrutallyRefreshing but only #BrutallyOffensivepic.twitter.com/QfeaCUXEkD

— Cristiana De Lia (@CristianaDeLia) August 3, 2016

Someone actually approved this awful, misogynistic advertising campaign? @CocaCola@Sprite#BrutallyRefreshing#notbuyingit@EverydaySexism

— Dr Emma Turley (@DrEmmaTurley) August 3, 2016

The advertising campaign was pulled from circulation after the brand came under criticism.

A spokesman at Coca-Cola Ireland said: “We apologise for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, and we have removed the advert in question.  ​

“We strive to deliver the highest standards of advertising, and we recognise 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.”​

‘Brutally refreshing truth’​

On the campaign’s release, Coca-Cola said the advert was designed to “celebrate Irish humour and tell the brutally refreshing truth”​.

Speaking in March, Sprite brand manager Georgina Kendrick said: “For century after century, the Irish have mixed wisdom with wit – because when told well, the Irish believe nothing is funnier than the truth.​

“At Sprite, we share the same belief that honesty is the best weapon, and we’re delighted to celebrate the brutally refreshing truth.”​

Meanwhile, editor of JOE.ie Paddy McKenna responded to complaints on Twitter: “Anyone who has read the site knows that this does not reflect JOE’s brand values. It shouldn’t have been there and it has since been removed.”​

@louisemcsharrypic.twitter.com/x4rhhaP74Z

— Paddy McKenna (@PaddyMcKenna) August 2, 2016

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