NEW YORK (AdAge.com) -- After less than two weeks of consumer backlash and headlines calling it sexist, Amp is pulling its "Amp Up Before You Score" app, effective immediately.
According to a Pepsi spokesman, the app came down this afternoon. "We have decided to discontinue the Amp iPhone application," he said in a statement. "We've listened to a variety of audiences and determined this was the most appropriate course of action."
"Amp Up Before You Score" offered guys pickup lines and background info on 24 different types of women, ranging from "military chick" and "political girl" to "married" and "sorority girl." The app pulls in information from Wikipedia on the punk movement for a girl who's into punk rock, and offers suggestions and directions to vegan restaurants if you've got a "treehugger" on your hands.
The free app, which was built by Interpublic Group of Cos. digital agency R/GA, quickly attracted media attention, with outlets around the country, as well as Canada and Australia covering the debate surrounding the app. Consumers took to Facebook and Twitter to condemn it as sexist. Gawker Media's female-focused culture blog Jezebel lambasted "bro culture," while social media news site Mashable posted a piece with the headline "Alienate your female customers? Pepsi has an app for that."
In response, Pepsi tweeted an apology, of sorts, days after the app launched. It said, "our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it's in bad taste & appreciate your feedback. #pepsifail" Other PepsiCo brands, including Mtn Dew and Pepsi retweeted the apology.
While the company moved to quickly make amends and join the conversation by attaching the #pepsifail tag, the furor around the app didn't die down, presumably leading the company to finally pull the app today.