Sprite's intention for an effective campaign was certainly there, and if #BrutallyRefreshing was used in a more creative and tasteful way, then the campaign could have been a success. 

However, I find it surprising that they thought execution of this campaign wouldn't end in uproar. The ads are overtly sexist, and in today's world where everything gets shared multiple times over, surely they would have worked out that people were going to get hold of the campaign - and very quickly. 

Issuing an apology was certainly the best way to deal with this situation,  however I can't help but feel the power of this was dampened by the strong social dissatisfaction.

While these blunders are on the whole few and far between, brands must remember that  anything can go viral in a matter of minutes, especially when an issue could be deemed so contentious.