牛奶泼裸女 可口可乐广告被批色情
可口可乐公司要卖牛奶了!这家全球最大的饮料生产商将推出全新牛奶品牌“Fairlife”,但广告中把牛奶泼向裸女的创意,还附带“喝下她们所穿的”等字句,被痛批物化女性、卖弄色情,还有网友砲轰“这是我看过最差的广告!”
可口可乐推出的“Fairlife”品牌专卖标榜低糖和高蛋白质的高价牛奶,最新广告中,身材窈窕的女模摆出诱人姿势,身上被泼洒牛奶,乳白液体变成各种样式的洋装、礼服,广告还写下“喝下她们所穿的”、“好牛奶在你身上更好”等字句。
报道称,这一系列性感带点挑逗的广告成功引起民众注意,但也引来不少人批评,然而也有人觉得这样的创意无伤大雅,还希望可以推出裸男被泼牛奶的系列。
可口可乐广告:牛奶泼裸女
AnadvertisingcampaignforCoca-Cola’snewhigh-endmilkhasdrawnhugecriticismonchargeofapparent‘sexism’,reportsDailyMail。
Featuringpicturesofnakedwomendrippinginbarely-theredressesmadeofmilk,FairlifeisbeinglaunchedtomuchfanfarethismonthintheUnitedStates。
Thephotographs,whichappeartobeworkingunderthelogicthat‘sexsells’,arelooselybasedoniconicposesfromthepast,suchasMarilynMonroe’sfamousskirtrisinginTheSevenYearItch。
Designedtoappealtothehealthlobby,Fairlifewillcontains501percentmoreproteinandhalfthesugarofmilkandaccordinglywillbepricedattwicethenormalprice。
Withfallingsalesintheirtraditionalsodadivision,Coca-ColaarepinningalotonFairlife,especiallyonthepin-upstheyareusingtosellit。
Thecheekyandcontroversialphotographshavesloganssuchas‘Drinkwhatshe’swearing’,‘Moregood,looksgood’and‘Bettermilklooksgoodonyou.’
Oneparticularpicturehasoneofthemodelsstandingonasetofscaleswearingahorrifiedexpression,presumablybecausesheneedstobedrinkingFairlife。
We’llchargetwiceasmuchforitasthemilkwe’reusedtobuying’,saidSandyDouglas,Coke’sglobalchiefcustomerofficer,toalaunchconferencelastweek。
However,thewaythewomenarebeingrepresentedandusedtosellmilkhasleftmanyonsocialmediaannoyed。
OneTwitteruser,DanBarkerposted,‘Incaseyoumissed:adsforCoke’snewmilkbrandshownudewomen,coveredinmilk,beingweighed.#everydaysexism。
Anotherposter,RebelGirlUKcalledthecampaigna‘Sexistrubbish(trash)throwbackadvertisingfromCoca-Colaformilk…keepthe70sinthe70s!’
AneeshKamatwroteonthesocialmediasite,‘@CocaCola’snewestbrand@fairlifehasarguablytheworstadcampaignI’veseen.Womendressedinmilk?#Fail#RespectWomen#advertising。
Regardless,thereisalotridingonFairlifeforCoca-Cola。
AsAmericanscutdownonunhealthysoftdrinks,Coca-Colahasturnedtocreatingapremiumtypeofmilktoboosttheirdwindlingprofits。
‘It’sbasicallythepremiumizationofmilk,’SandyDouglas,aseniorvice-presidentatCoca-Cola’sNorthAmericanoperationattheMorganStanleyGlobalConsumerConferencelastweek。
ThecompanyhashadsuccessinadvertisinghealthierbeverageswiththeirSimplyjuicelinewhichhasdonewelldespitethefruitjuiceindustrystartingtoslump。
Fruitjuicesarealsopackedwithsugarsandareamajorcontributoralongwithsoftdrinkstochildhoodobesity。
CBSreportsthatCoca-ColaadvertisesSimplyjuicesasbeinghealthier,unsweetened,andneverfrozen。
‘OurambitionthereistocreatetheSimplyofmilk,’Douglassaidofthenewproduct。
AmericanshoppershaveflockedtowardshigherproteinproductslikeYogurtandlessarebuyingitemswithhighsugarcontents。
‘Proteinisthefastest-growingsegmentofthebeveragecategory,’MikeSaintJohn,presidentofCoca-ColaNorthAmerica’sMinuteMaidbusinessunit,toldtheDairyToday。
Despitethegrowingpopularityofhighproteinproducts,DairyTodayreportsthatoneofeverytwoadultsdoesn’tdrinkmilkatall。
WhatCoca-ColaaimstodoisadvertisehowFairlifeishealthierthantraditionalmilkbecauseit’scold-filteredtoconcentrateproteinandremovefatandsugar。
Coca-ColaalreadysellsaproteinshakecalledCorePowerwhichgoesthroughthesamefiltrationprocess。
Inordertobuildhypearoundthenewmilk,Coca-ColahasdevelopedprovocativeadswhichtheylaunchedearlierthisyearinMinnesotaofwomenwearingdressesmadefrommilk,reportsBusinessInsider。
‘Swingintosomethingbetter,’saysoneadvertisementpicturingawomaninadressmadeofmilkhangingfromaswing。
‘Milkwithflair,’readsanotheradpicturingawomaninadressmadefrommilkthatresemblesaniconicimageofMarilynMonroeinawhitedress。
DespitetheMilkindustrybeingonthedecline,Coca-Colabelievesthattheirpremiumproductequippedwithapremiumpricetagwillreelinthecashflow。
‘Nowtobeclear,we’regoingtobeinvestinginthemilkbusinessforawhiletobuildthebrandsoitwon’trainmoneyintheearlycoupleofyears,’Douglassaidatlastweek’sconference。
‘ButlikeSimply,whenyoudoitwell,itrainsmoneylater.’
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