Controversy on stereotyping women? There's an app for that

MILWAUKEE -- PepsiCo Inc. is facing criticism for an iPhone application that promises to help men ''score'' with two dozen stereotypes of women by giving users pickup lines and a scoreboard to keep track of their conquests.

An apology by the company -- which is using the app ''Amp up before you score'' to market its Amp energy drink -- is igniting more online criticism. But the company is sticking by the app.

Spokeswoman Nicole Bradley said the application is available only to people 17 and older who ''choose to opt in to the experience.''

''The application was designed to entertain and appeal to Amp's target. We'll continue to monitor the feedback from all parties and act accordingly,'' she said.

The free application, released in the last week, was still available Wednesday morning.

PepsiCo probably won't take the application down immediately, so the chatter can continue, said Kevin Dugan, director of marketing at Empower Media Marketing in Cincinnati.

''I think their goal was to get noticed and, well, it looks like that strategy has paid off,'' Dugan said.

The application lets users select from stereotypes of women, like the ''foreign exchange student'' or ''nerd'' or ''cougar.'' Then it offers possible pickup lines like, ''Wasn't I in Space Academy with you?'' for the nerd.

It also offers other hints, like links to world news for the foreign exchange student. For the ''rebound girl'' -- who has just broken up with her boyfriend -- it offers maps of local ice cream shops.

The app then lets users add women -- along with name, date of the conquest and comments -- to the user's ''brag list,'' which can be shared online on sites like Facebook and Twitter.

Social networking blog Mashable and other sites have been voicing outrage about the application. Mashable's headline Monday about the application said ''Alienate your female customers? Pepsi has an app for that.''