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.
Coca-Cola has apologised after an online ad for Sprite prompted social media accusations of sexism. In a statement, Coca-Cola said: "We're sorry for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, which was intended to provide an edgy but humorous take on a range of situations. "Since its introduction in Ireland, Sprite has been associated with individuality and self-expression and we have always been committed to ensuring we deliver the highest standard of advertising. "We recognise that on this particular occasion the content did not meet this standard and we apologise. The campaign has now come to an end and the advert in question will not appear again."