Saturday 10 December 2016

Complaints upheld against 'sexist and degrading' Sprite ad featured on websites

Published 03/11/2016 | 15:20

The advert featured on Joe.ie
The advert featured on Joe.ie

Complaints made in relation to a “sexist and degrading” advertisement used by Sprite have been upheld by the Advertising Standards Authority of Ireland (ASAI).

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The advertising appeared on Joe.ie and the Waterford Whispers website.

It was part of Sprite’s #BrutallyRefreshing campaign, which saw the following captions feature alongside bottles of Sprite:

“She’s seen more ceilings…than Michelangelo”

“You’re not popular…you’re easy”

“A 2 at 10 is a 10 at 2”

In its decision, the Complaints Committee considered that the advertising had “caused grave offence, had been exploitative of sexuality and had used coarse and undesirable innuendo”.

The advertising hence breached the code of practice.

Since the advertising had been withdrawn at the time, the Committee has decided that no further action is required.

Coca-Cola Ireland, owners of Sprite, issued an apology after the campaign caused such uproar.

A spokesperson said: “We’re sorry for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, which was intended to provide an edgy but humorous take on a range of situations.

“Since its introduction in Ireland, Sprite has been associated with individuality and self-expression and we have always been committed to ensuring we deliver the highest standard of advertising.

“We recognise that on this particular occasion the content did not meet this standard and we apologise.

“The campaign has now come to an end and the advert in question will not appear again,” the spokesperson added.

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