An advertising¹ campaign for Coca-Cola's new high-end milk has drawn² huge criticism on charge of apparent 'sexism', reports Daily Mail.

 

Featuring pictures of naked women dripping in barely-there dresses made of milk, Fairlife is being launched to much fanfare³ this month in the United States.

 

The photographs, which appear to be working under the logic⁴ that 'sex sells', are loosely based on iconic poses from the past, such as Marilyn Monroe's famous skirt rising in The Seven Year Itch⁵.

 

Designed to appeal to the health lobby, Fairlife will contains 50 1 percent more protein and half the sugar of milk and accordingly will be priced at twice the normal price.

 

With falling sales in their traditional soda⁶ division, Coca-Cola are pinning a lot on Fairlife, especially on the pin-ups they are using to sell it.

 

The cheeky and controversial photographs have slogans such as 'Drink what she's wearing', 'More good, looks good' and 'Better milk looks good on you.'

 

One particular picture has one of the models standing⁷ on a set of scales wearing a horrified⁸ expression, presumably because she needs to be drinking Fairlife.

 

We'll charge twice as much for it as the milk we're used to buying', said Sandy Douglas, Coke's global chief customer officer, to a launch conference last week.

 

However, the way the women are being represented and used to sell milk has left many on social media annoyed.

 

One Twitter user, Dan Barker posted, 'In case you missed: ads for Coke's new milk brand show nude⁹ women, covered in milk, being weighed. #everydaysexism.

 

Another poster, Rebel Girl UK called the campaign a 'Sexist rubbish (trash) throwback advertising from Coca-Cola for milk…keep the 70s in the 70s!'

 

Aneesh Kamat wrote on the social media site, '@CocaCola's newest brand @fairlife has arguably the worst ad campaign I've seen. Women dressed in milk? #Fail #RespectWomen #advertising.

 

Regardless, there is a lot riding on Fairlife for Coca-Cola.

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