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!

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

Tags Appleiphone app storeiPhonesmartphonesiphone apps

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

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

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.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?