Coca-Cola Ireland issues apology for ‘edgy advert’

Coca-Cola Ireland has apologised after an advertisement on a website for Sprite caused uproar and was removed by the site which said it should never have featured.

The advert featured on joe.ie and included slogans such as ‘She’s seen more ceilings ... than Michaelangelo’ and ‘You’re not popular... You’re easy’, sparking severe criticism.

Among those highlighting their concerns over the advertisement was broadcaster and writer Louise McSharry, who tweeted “SERIOUSLY with this takeover in 2016?” alongside a screen grab of the advert.

SERIOUSLY with this takeover in 2016? pic.twitter.com/q5TBk5AmdL

— Louise McSharry (@louisemcsharry) August 2, 2016

Shortly afterwards, joe.ie editor Paddy McKenna issued a response in which he thanked Ms McSharry for bringing the matter to the attention of the team at the site.

“Anyone who has read the site knows that this does not reflect JOE’s brand values, it shouldn’t have been there and it has since been removed,” wrote Mr McKenna.

@louisemcsharry pic.twitter.com/x4rhhaP74Z

— Paddy McKenna (@PaddyMcKenna) August 2, 2016

The Sprite campaign had been based on the idea of being “brutally refreshing”.

Responding to the criticisms yesterday, a Coca- Cola Ireland spokesperson 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,” the spokesperson added.