Jezebel introduced us to this jaw-dropping new iPhone/iPod application by Amp, an energy drink put out by PepsiCo, aimed at helping men identify and score with women based on one of 24 types. “How to Score” provides tips and quotables for man-boys to impress the woman in their drunken, insecure sights. Perhaps the worst part of the app is the feature that allows you to update your Facebook and Twitter status with your conquests.

I really want to download this app to test it out, but it requires a software upgrade and I’ve lost my iPod cable. Instead, I have to review this based on reports and other people’s opinions and they either love it or hate it. Many reviewers on iTunes say that the application is incredibly offensive toward women. It stereotypes them and then offers men covert ways to make it seem as if they share their interests. Some are vowing to boycott all Pepsi products. Others say it’s just for fun and that the “feminists” should get over it. Reading the very suggestive introduction on the iTunes store, you can tell that PepsiCo knew exactly what kind of sh*tstorm they were stirring up by creating this app.

Tired of looking forward to a night out with the ladies, only to wind up scuttling home clutching nothing more than your limp ego?

Oh, yes you are.

Introducting AMP UP BEFORE YOU SCORE – a handy, free app from AMP Energy that’ll change your game and raise your expectations.

AMP UP BEFORE YOU SCORE is a roadmap to success with your favorite kinds of women – 24, in all.

Is she an Artist? Quote some Picasso. Indie Rocker? Here are her favorite songs. Sorority Girl? Good thing you know the Greek alphabet. Know what makes her tick before you open your mouth, so she’ll like what she hears when you do.

Here’s how it works:

1. Identify Her Type
Got your eye on a girl, and aren’t sure how to get started? Pick out her profile, flip the card, and study up quick with a cheatsheet on the stuff she’s into, with lists, links and some surefire opening lines. (Surefire to what, we won’t say.)

2. Keep a List
Get lucky? Add her to your Brag List. You can include a name, date and whatever details you remember.

3. Brag
You got it? Flaunt it. Keep your buddies in the loop on email, Facebook or Twitter.
Here’s who you get:

Artist
Aspiring Actress
Athlete
Bookworm
Businesswoman
Celebrity
Cougar
Dancer
Foreign Exchange Student
Goth Girl
Indie Rock Girl
Married
Military Girl
Nerd
Out-Of-Your-League Girl
Political Girl
Princess
Punk Rock Girl
Rebound Girl
Sorority Girl
Treehugger
Trouble
Twins
Women’s Studies Major

[via Appshopper]

Twins and Women’s Studies Majors? Are you kidding me? Jezebel’s Hortense breaks down the controversy well, and basically says that this app is incredibly lame and offensive. More than that, it contributes to a culture in which this type of behavior is encouraged because it sells products to naive guys looking for any advantage:

If the rationale is that the target audience for AMP energy drink is filled with pathetic douchebags, then perhaps instead of continuing to feed this audience and encourage this kind of behavior, we should offer them something different and stop shoving bro culture down everyone’s throats as if it’s totally acceptable to Tucker Max-it out at all times. Until then, the best we can do is to mock it mercilessly; if people actually think this kind of thing is attractive and effective, they’ll continue doing it, but if it’s ripped apart as often as possible, the “awesomeness” factor of stupid crap like this might be dulled a bit.

[From Jezebel via Smaknews]

Pepsi has apologized for this app through their Twitter account. As word got out about it, the term #pepsifail became a trending topic on twitter. The Pepsi company tweeted “Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologise if it’s in bad taste & appreciate your feedback. #pepsifail.” Somehow I don’t find that quite adequate. They need to issue a real statement along with withdrawing the app if they’re serious about it.

If I had to pick the most offensive part of this app I would say it’s the tweeting feature. Inventor Spot points out that this isn’t the first iPhone put out by a useless male-oriented product that’s aimed at helping them score. Lynx body spray has an app called “Weapons of Mass Seduction” that includes video tips on the art of the pick up.

Even if this is a joke, shouldn’t Pepsi know better?