1. Do you find it interesting that most of the critics were women and the media, but those who considered the app to be funny were young men?
2. The target market of AMP Energy is males between the ages of 18 and 24. If this group of consumers found the iPhone app to be funny and acceptable, then why did Pepsi withdraw the app?
3. Are advertising campaigns that are in bad taste also unethical?

In October 2009, PepsiCo Inc. launched, apologized, and then pulled an iPhone application called “AMP up before You Score,” designed to promote its Amp Energy drink. The drink’s target market is males between the ages of 18 and 24. Released on October 8, the app stereotyped women into two dozen groups, including “rebound girl,” “sorority girl,” “cougar,” and “foreign exchange student.” Users could flip through a series of digital cards that provided background information on each type of woman, including how to calculate a carbon footprint to score with a “treehugger,” as well as strategies on how to seduce a “married” girl. It also provided some pick-up lines: “Wasn’t I in Space Academy with you?”

  • CreatedOctober 28, 2014
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