Coca Cola’s new milk product, ‘Fairlife’, will be available in the US this month but a test ad campaign for its launch has already been released. Featuring a series of images of naked women dressed in milk, the ad campaign has been slammed on social media for being sexist.
The Fairlife campaign has recreated iconic pin-up girl images, such as Marilyn Monroe’s up-skirt moment in The Seven Year Itch, accompanied by lines such as “Drink what she’s wearing” and “Better milk looks good on you”. And as if that wasn’t enough to get people blowing the sexist whistle, one of the ads features a woman in a milk dress looking shocked on a set of scales.
While it’s usually accepted that sex sells– or at least gets people talking– this campaign has backfired, provoking anger and confusion amongst Twitter users.
Chief executive officer of Fairlife Steve Jones said: "With Fairlife, we're bringing a delicious and more nutritious milk than anything in the market, with a breakthrough campaign that shows how sexy vitality can be. And since Fairlife milk comes from family-owned farms committed to quality, sustainability and animal comfort, consumers can feel good about the source too.”
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