Following accusations of sexism on social media, Fairlife has ditched its milk ‘pin-up’ advertising campaign in favour of ‘a totally new approach’, which is scheduled to be released in the near future.
The brand released this statement after critics turned to Twitter to slam Fairlife’s controversial adverts:
“Who knew Fairlife LLC would make international headlines with our new ultra-filtered milk, even before being launched? Exciting stuff, but there is a lot of information out there so we’d like to share a few facts:
“We at Fairlife are thrilled to be launching a new ultra-filtered milk with 50% more natural protein, 30% more natural calcium and 50% less sugar than ordinary milk. The product will be available nationwide across the US starting in 2015 thanks to distribution by The Coca-Cola Company’s Minute Maid division. Fairlife is its own brand – all our product development, manufacturing and marketing is run out of our West Loop Chicago office. We use the highest quality milk from the dairy co-op Select Milk Producers, which entered into a partnership with The Coca-Cola Company in 2012 to form Fairlife LLC. Our product will be sold at a similar price to value-added milks, like organic, lactose-free, etc.
“In June, we concluded two test markets in Denver and Minneapolis. 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…”
© FoodBev Media Ltd 2024