Removed from the App Store after complaints from consumers.
Pepsi has pulled its controversial Before You Score application from iPhone's App Store, following criticism from consumers who considered it sexist.
"We have decided to discontinue the AMP iPhone application," says a statement from Pepsi sent to tech blog Mashable. "We've listened to a variety of audiences and determined this was the most appropriate course of action."
The app was released earlier this month to promote Pepsi's AMP energy drink. It outlined 24 'types' of women, and suggested pulling strategies for each.
Following a storm of online protest, the company apologised, but has clearly since decided that the app needed to be scrapped altogether.
With brands piling into iPhone app development as fast as they can, it's inevitable there'll be some major mis-steps. Pepsi just provided a golden case study for rivals about the dangers of confusing 'edgy' with 'offensive'.
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