In October the Pepsico brand tried to attract more men to its new product and launched a new controversial iPhone application called “AMP UP Before You Score”. Still, it hasn’t brought the company any success and made the brand apologize for the new entertainment thing as a rush of female indignation was about to break the product’s neck.
The energy’s drink application was helping young men “score” i.e. seduce a woman of any type, including the bookworm, the cougar, and the athlete. It divided the whole range of ladies into 24 categories and provided “dudes” with pick-up lines on how to lure girls into sexual relationship in a few hours. The new thing also encouraged the users to share their results with friends through social media.
The campaign, which was in generally quite nice and catching, has gone too far with its sexual hints and drills, and was actually doomed to failure. The whole idea was something like the AXE ads with this theme of being attractive to opposite sex, but the public considered it to be too bold and too inappropriate. Having received all the criticism, the brand apologized for “the bad taste” and removed the app from the product’s website (it was there from October 11 till October 22 ). But who knows, maybe that was a part of the whole plan for making the soda popular.