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Fairlife pinups make brief appearance

The ads featuring pin-up girls with milk dripping off of their naked bodies, won't see the light of day after Twitter users deemed them “sexist.”

NBR Food Industry Week
Fri, 19 Dec 2014

A campaign to launch Coca-Cola’s new joint venture to market the Fairlife ultra-filtered premium milk product has backfired before it has begun

The ads featuring pin-up girls, baring it all, with milk dripping off of their naked bodies, won’t see the light of day after Twitter users deemed them “sexist.”

In the images, some of the models are riding scooters and mopeds, while one is even standing on a scale.

Fairlife says the marketing technique was only a test and it will use a different approach as it gears up for the national launch in 2015.

“In June, we concluded two test markets in Denver and Minneapolis,” Fairlife explains. “The test markets allowed Fairlife to learn what was working and what we needed to improve for the upcoming national launch. 

“So you’ll see all new packaging and new advertising once we launch. The ‘pin-ups’ advertising may have been eye-catching, but we’re taking a totally new approach… that campaign was retired in June and we’re super excited about what’s to come…”

Fairlife has 50% more natural protein, 30% more calcium, and 50% less sugar than your average milk. Sounds harmless. 

NBR Food Industry Week
Fri, 19 Dec 2014
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Fairlife pinups make brief appearance
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