Coca-Cola Company has caused a stir with a test ad campaign for its entry into the US milk market featuring scantily clad women covered in milk.
The pin-up style photos accompanied by captions like “drink what she's wearing” were part of a test campaign for the launch of its new milk brand, Fairlife.
Coca-Cola said a new campaign will be created for the national launch of the product next year after the ads copped flak on social media and in the mainstream media for objectifying women.
Fairlife is the result of a joint venture between Coca-Cola and dairy co-op Select Milk Producers.
The product is more expensive than conventional milk, but it has more protein and calcium, half the sugar, is lactose-free, and is part of Coca-Cola's move into the value-added health and wellness beverage space.
Fairlife is expected to launch in US stores later this month.
