People are threatening to boycott Coca-Cola after Sprite's 'sexist' and 'degrading' ad campaign

AP

Coca-Cola is in hot water because of the latest Sprite campaign in Ireland.

The "Brutally Refreshing" campaign has received backlash after people criticized ads as sexist and degrading, instead of tongue-in-cheek and honest.

Lines from the campaign include "She's seen more ceilings than Michelangelo," "You're not popular… you're easy," and "A 2 at 10 is a 10 at 2."

Irish social media users soon took to Twitter, arguing that the ads were misogynistic.

Coca-Cola did not immediately respond to Business Insider's request for comment.

Tweet Embed:
https://twitter.com/mims/statuses/756511144144166912
Two degrading and disgusting ads by Sprite spotted this week. #BrutallyRefreshing ??#TerribleAdCampaign more like pic.twitter.com/stRTocZjs4

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Only just seeing Sprite's #BrutallyRefreshing campaign copy. Who on earth thought this would be a good call? pic.twitter.com/wO2y6PBGtS

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An office full of bros thought slut shaming was the #BrutallyRefreshing way to sell @Sprite. *slow clap* pic.twitter.com/uIO1OAxv14

Irish radio presenter Louise McSharry, who has 14,900 followers on Twitter, played a key role in drawing attention to the campaign.

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

While earlier marketing for the 'Brutally Refreshing' campaign seemed light-hearted (if slightly confusing), it's pretty clear that more recent mottos went from sly and somewhat confusing to straight-up demeaning.

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By 'tight' do they mean a close or cheap friend? #spritead #brutallyrefreshing #brutalad pic.twitter.com/Kh4vaIPdfb

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Truer words have never been written #brutallyrefreshing snack time? @amandajadexx pic.twitter.com/3TX9wnq6mi

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Thanks @Sprite! ????You know me well. #BrutallyRefreshing pic.twitter.com/YYzcMmA05o

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Sprite sent me and @BlathnaidT these bottles. They're so appropriate. Sorry Bláth. #BrutallyRefreshing pic.twitter.com/DqaMKBwSV9

Now, consumers in Ireland and beyond are speaking out against the campaign.

Individuals have taken to Twitter, calling for Coca-Cola to make ammends and threatening a boycott. 

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https://twitter.com/mims/statuses/760518016434049024
#BrutallyRefreshing? Sprite's sexist 'banter' marketing campaign tastes old and flat. On the boycott list! https://t.co/5XnT74t2jK

Tweet Embed:
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Is it #BrutallyRefreshing to call @Sprite 'a-so-far-removed-from-reality, boys-club, failing-at-balancing-niche-and-edgy, bunch-of-cretins'?

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https://twitter.com/mims/statuses/760912278539628545
Wow @Sprite, what a MASSIVE error you've made. Your #BrutallyRefreshing campaign will hurt you perhaps irreparably. It's 2016, you know?

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I'm done buying Sprite #BrutallyRefreshing

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Cocacola/Sprite should match the money they blew on their slutshaming ad campaign and donate it to @RCNIreland and @NWCI #BrutallyRefreshing

A spokesperson for the soda giant told Business Insider:

"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 recognize 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."

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