US: PepsiCo apologises over Amp ‘pick-up’ application

PepsiCo has apologised after it was accused of stereotyping women with an iPhone application for its Amp Energy drink in the US, offering advice on how to pick up women.

The "Amp Up Before You Score" application, which promises "up-to-the-minute info, feeds, lines and much more to help you amp up and talk to your favourite kinds of women - 24 in all", has prompted a number of complaints on Twitter.

The software, designed to promote the firm's new energy drink Amp, suggests that there are 24 different types of women.

One woman on Twitter this week (15 October) complained: "P- - - women off? Pepsi has an app for that."

However, PepsiCo this week responded with a tweet apologising for any offence caused: "Our app tried 2 show the humorous lengths guys go 2 pick up women," the message said. "We apologize if it's in bad taste & appreciate your feedback."

A spokesperson for Amp added: "The Amp Energy iPhone application is only available to iPhone users 17 years and older who choose to opt in to the experience. The application was designed to entertain and appeal to Amp's target. We'll continue to monitor the feedback from all parties and act accordingly."

PepsiCo this week signed a deal with Anheuser-Busch InBev and PepsiCo to jointly purchase indirect goods and services in the US, from technology hardware to travel.

The agreement allows both companies to purchase goods and services more efficiently and at competitive prices, the companies said on Tuesday (13 October).