Dive Brief:
- Coca-Cola has agreed to kill its new ad campaign for premium milk brand Fairlife.
- The decision comes after the ads, which featured pinup style photos of women wearing dresses that appear to be made of milk, were criticized as sexist.
- Coca-Cola says the ads were part of the original test marketing for the new brand and were never intended as part of the nationwide campaign.
Dive Insight:
Coca-Cola stumbled here, as the negative reaction to the ads on social media would suggest. There was also commentary that argued that the ads were more cute than sexy, more nostalgic than sexist, and far tamer than the images that filled screens and pages in 2014.
Our feelings on the matter were sort of down the middle. We said the ads "may sound more provocative than they actually are," while calling them "visually arresting." You may want to form your own opinion before they disappear.
