October, 2009
In the mobile activation of their energy drink AMP, Pepsi created a mobile app for young male consumers. The app allows consumers to access profiles of women from their mobile device and receive suggestions on how to successfully flirt. The profiles range from ‘cougars,’ ‘artsy girl,’ ‘tree-hugger’ and so on. The app is receiving criticisms from both male consumers, who for the most part do not see the harm in a ‘toy.’ As well as women consumers who largely view the technology as offensive. Spokesmen for Pepsi say they will pay strict attention to the feedback and adjust accordingly.