Pepsi has apologized after being criticized over a promotional application for the iPhone which claims to help men pick up different types of women.
The AMP UP Before Your Score app offers a three-pronged approach to dealing with the fairer sex. Firstly, it provides useful tips for approaching 24 different types of women. Then it gives you a handy tool for storing the name and any other information about women who respond to your newly-informed advances (other information presumably being a score out of 10 or, more appropriately given the iTunes connection, a five star rating.) Finally it allows you to post your successes to Facebook and Twitter. That doesn’t sound like something that would help your future chances unless you are only dealing with ladies who don’t bother their pretty little heads with all that computer mumbo jumbo.
Depending on the type of woman you are approaching, the app gives you “relevant” information such as finding a vegan restaurant or making up a credible personal carbon footprint figure if and when you meet a “treehugger”. And in case you’ve wondered how to classify women, they apparently can all be put into one of the following pigeonholes:
- Aspiring Actress
- Foreign Exchange Student
- Goth Girl
- Indie Rock Girl
- Military Girl
- Out-Of-Your-League Girl
- Political Girl
- Punk Rock Girl
- Rebound Girl
- Sorority Girl
- Women’s Studies Major
Using a Twitter account designed to promote the drink, the company has now 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.”
Of course, despite its apparent contrition, the company hasn’t removed the app. A cynical person would say it was a carefully calculated attempt to promote the drink. And given all the mentions of the Amp energy drink – including this one – you have to conclude it’s succeeded.
However, you could argue the most offensive element of the application is that it doesn’t properly harness the iPhone technology. At the very least it ought to offer a customized implementation of the Genius playlist tool that builds an algorithm of women you’ve met and suggests other that might be of interest.