PepsiCo criticized for iPhone app that stereotypes women

PepsiCo Inc. is facing criticism for an iPhone application that promises to help men "score" with two dozen stereotypes of women by giving users pickup lines and a scoreboard to keep track of their conquests.

The company has apologized for the app "Amp up before you score," used to market its Amp energy drink, but is sticking by the app nevertheless.

Spokeswoman Nicole Bradley said the application is available only to people 17 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," she said.

The free application was released in the past week.

The application lets users select from stereotypes of women, such as the "foreign exchange student" or "nerd" or "cougar." Then it offers possible pickup lines like, "Wasn't I in Space Academy with you?" for the nerd.

It also offers other hints, such as links to world news for the foreign exchange student. For the "rebound girl" -- who has just broken up with her boyfriend -- it offers maps of local ice cream shops.

The app then lets users add women -- along with name, date of the conquest and comments -- to the user's "brag list," which can be shared online on sites including Facebook and Twitter.

Social-networking blog Mashable and other sites have been voicing outrage about the application. Mashable's headline Monday about the application said: "Alienate your female customers? Pepsi has an app for that."

The article, and other criticisms, prompted the Amp brand to apologize on its Twitter page. It said the application, which is featured prominently on Amp's Web site, tries to show the "humorous lengths guys go 2 pick up women."

The application is certainly aiming for Amp's target audience of males in their 20s and 30s, said John Sicher, editor and publisher of trade publication Beverage Digest.

"PepsiCo as a company has a culture that's respectful of women," he said, noting its CEO is a woman. "It's attempting to be edgy and humorous with this app and nothing more."

-- The Associated Press