Readers of popular Irish website JOE.ie weren’t too happy when a Sprite campaign was unveiled on the homepage of their website.
The male-focused website, which boasts over 286,000 followers on Twitter alone, faced back lash after a campaign with the phrases “she’s seen more ceilings than Michelangelo” and “your’e not popular, you’re easy” appeared on their homepage.
2FM presenter Louise McSharry pointed out the shocking advertisement to her Twitter followers, with dozens of people taking to the social media network to hit out at the ad.
SERIOUSLY with this takeover in 2016? pic.twitter.com/q5TBk5AmdL
— Louise McSharry (@louisemcsharry) August 2, 2016
@louisemcsharry about as refreshing as a cup of warm piss
— Aoife (@aoiph) August 2, 2016
— KELLY DONEGAN (@ItsKellyDonegan) August 2, 2016
When agencies go bad. Oh and naughty JOE for accepting the monies. Crazy wheel of bullshit. https://t.co/XxdPyfTZsg
— Louise Johnston (@Louise_Johnston) August 2, 2016
@louisemcsharry WTF. WHO signed off on those? WHO? It’s like actually paying money for unfunny drunk lad banter.
— Lisa Carey (@msleedy) August 2, 2016
— Ciara Flaherty (@CiaraFlaherty) August 2, 2016
@louisemcsharry Surprising behaviour from a big brand that ought to know better.
— Willie White (@williewhite) August 2, 2016
— Aidan Coughlan (@AidanCoughlan) August 2, 2016
— Courtney (@notcourtneylove) August 2, 2016
@louisemcsharry Sprite trying to be edgy al la Paddy Power but coming off like Donald Trump
— Michael Byrne (@allthebets) August 2, 2016
@louisemcsharry In whose eyes can this ever be considered acceptable??
— Tracey Kennedy (@Tracey_Cork) August 2, 2016
— Paddy McKenna (@PaddyMcKenna) August 2, 2016
Editor of JOE.ie Paddy McKenna apologised for the campaign after noticing the wording of the ad.
The former 2FM star posted a public apology on the matter and it was quickly removed from the website, citing that the brand would never advocate such a negative message about women.
Sprite’s newest campaign centres around the idea of being “brutally refreshing”.