Pepsi's Apology for Amp IPhone App Heightens Furor†

Social-Media Debate Over Energy Drink's Allegedly Sexist Marketing Spurs Criticism of Entire Company

Advertising Age, October 13, 2009 — PepsiCo has inserted itself and several of its brands into a heated debate surrounding an iPhone app launched by its Amp Energy brand. By introducing a Twitter tag #pepsifail, the company has spread the news further and associated its flagship brand with the sexist app. So is it a savvy, transparent social-media move or is it simply exacerbating the damage already done?