Pepsi removes 'Amp Up' iPhone app, humanity rejoices

The application promoted use of Pepsi's "Amp" energy drink as a seduction tool

Having played the controversy for all the publicity it could generate, PepsiCo has now removed its controversial "Amp Up Before You Score" iPhone app from distribution.

"We've listened to a variety of audiences and determined this was the most appropriate course of action," the company said Thursday in a statement. It had earlier apologized online.

This, of course, sparks another wave of publicity for the application, criticized for its stereotypical depiction of both women and men, as well for general tackiness.

As recourse against this stunt, I am still boycotting Pepsi products. The application promoted use of Pepsi's "Amp" energy drink as a seduction tool.

The app offered "advice" to men on how to pick-up 24 different "types" of women, ranging from "aspiring actress" to "twins" and "women's studies major."

Once conquered, men could add women to their "brag list," and post the information to social networking pages.

I stand by my earlier comment that "Real Mean Don't 'Amp Up' Before They 'Score'" posted last Wednesday.

I had hoped at the time that Pepsi would quickly remove the offensive application and am furious that they let the initial negative backlash die down before pulling the app from the iPhone app store. Nothing like a company milking controversy for all it's worth, huh?

Indeed, it appears Pepsi's "apologies" are anything but authentic and this whole episode was engineered, start to finish, to maximize exposure for the energy drink.

I am aware that many people, mostly male people, think this issue is silliness. If the sexual objectification of women is silly, I guess so is the issue.

But, this application sent a powerful and bad message to our children and young people. Making women mere sex objects is a step down the road that can lead to violence against women.

Complaining about this application isn't just "political correctness," it's wanting to live in a world where men and women are treated equally and with respect.

David Coursey tweets as @techinciter and can be contacted via his Web site.

Join the newsletter!

Or
Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags smartphonesAppleiPhoneiphone appsiphone app store

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

David Coursey

PC World (US online)
Show Comments

Essentials

James Cook University - Master of Data Science Online Course

Learn more >

Mobile

Victorinox Werks Professional Executive 17 Laptop Case

Learn more >

Exec

Budget

Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?