Coca-Cola’s New Milk Ad Campaign Is Way Too Sexist To Be Cool

Coca-Cola’s new ad campaign for its milk Fairlife is rubbing people the wrong way.

Coca-Cola has photos of women clad in nothing more than cascades of milk in its ad campaign for the new high-end milk Fairlife.

Here’s what the milky pinups look like:

Coca Cola Milk

The fact that the photos are accompanied by slogans such as “Drink what she’s wearing,” “More good, looks good” and “Better milk looks good on you,” isn’t doing Coca-Cola any favors.

Consumers may or may not be looking forward to Coca-Cola’s Fairlife itself, but they have a word or two to say about the new ad campaign.

The words aren’t of a supportive variety: "Sexist" comes up again and again.

Fairlife is being marketed as a “premium” high-protein, low sugar and lactose-free milk.

As if the high-end, extremely "man-handled" milk wasn’t a bad enough idea, they had to come up with this campaign. Little wonder they are getting a bashing:

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Hyper-sexualized marketing to sell products isn’t something new. From toys to marijuana ad execs clearly deemed it the best strategy. But is it really?

“Every day women are objectified by the media,” wrote Laura Perez, writing about “Hyper-Sexualization Of Women By The Media.”

”Women are sex objects – and that’s all. The media often fails to represent real women, and because women are hyper-sexualized, sexual norms become skewed, affecting the behavior of adolescent girls,” she added.

She isn't off the mark.

A 2011 study found that the portrayal of women in the popular media over the last several decades has become increasingly sexualized, even "pornified." The same is not true of the portrayal of men.

"We don't necessarily think it's problematic for women to be portrayed as 'sexy.' But we do think it is problematic when nearly all images of women depict them not simply as 'sexy women' but as passive objects for someone else's sexual pleasure," researchers said.

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The research also talked about the “far-reaching negative consequences” of this sexualization for both men and women, including body image issues, violence against women and girls, sexual harassment and anti-women attitudes among men and boys.

Aren’t these some of the leading issues related to women these days?

Such strategies may get attention and aid in selling the product but isn’t the long term damage worth a thought?

Fortunately, the negative feedback has dissuaded Coca-Cola from using this campaign “going forward.”

But is it going to be the end of it? It’s highly unlikely.

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