With falling sales in their traditional soda 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 standing on a set of scales wearing a horrified 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 nude 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.

As Americans cut down on unhealthy soft drinks, Coca-Cola has turned to creating a premium type of milk to boost their dwindling profits.

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