Pepsi’s ‘Amp Up Before You Score’ App Degrades and Helps

By Matt Van Hoven 

Over the weekend a brouhaha of sorts erupted over a new application from R/GA and Pepsi for the beverage maker’s Amp Energy drink. The application, which the company claims was an attempt at making fun of the lengths guys go to in order to meet women, is called “AMP Up Before You Score”.

“Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it’s in bad taste & appreciate your feedback. #pepsifail”, the company wrote on the Amp Energy and Pepsi Twitter pages.

As demonstrated in the clip above, the application breaks down today’s female into 24 groups, allowing the user to choose which he is interacting with. Then, say she’s wearing a sorority t-shirt, the guy can look up the Greek alphabet in order to make small talk. Nifty.

The most offensive thing about this application could be its name: “AMP Up Before You Score”, which assumes that guys using this thing will score to begin with. But, I digress, Jezebel called it “Charming!”

Another particularly cheeky function: the “Keep a List” tool, described like so, “Get lucky? Add her to your brag list. You can include a name, date, and whatever details you remember.”

Though PepsiCo has not publicly stated that R/GA is to blame (the app was, we’re told, their idea), it has been rumored that the company wasn’t all too happy about it. Could this be why the business went to Huge?

Unlikely, but a possible straw on the camel’s proverbial back. Just like a client to blame the agency for something they (the client) approved.


MoreIPG Transitions a Piece of Pepsi to Huge, Shows Signs of Organization