Blog: Coca-Cola courts controversy over milk ad

James Wilmore | 5 December 2014

The Fairfax ad, which has been criticised by Twitter users

The Fairfax ad, which has been criticised by Twitter users

Advertising can be a strange beast. And so it has proved again this week, with a Twitter furore over a new milk brand - Fairlife - a JV between the Coca-Cola Co and dairy firm Select Milk Producers.

The product isn't even being released until early next year but already it has caused a storm.

Ads for Fairlife have been branded sexist by some, as they show women in dresses made of milk, with one even standing on a set of scales. Twitter users argued the images were demeaning to women.

In a statement on its website, Fairlife responded by saying that the campaign had been "retired" in June and it will be taking a "totally new approach" with its advertising. A spokesperson told our sister site just-food that it was an "outdated campaign" that ran in a test market.

However, what is the betting that the folks behind Fairlife won't be secretly raising a smile at the coverage? While no company likes to be accused of sexism, clearly, the profile of the brand is already off the scale.

As the company rather coyly says on its website: "Who knew Fairlife would make international headlines with our new ultra-filtered milk, even before being launched?"

Or, to be cynical, you could say: Mission accomplished.

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