Pepsi’s latest foray into social media with an iPhone app for its AMP energy drink is more than trending on Twitter — it’s downright pissing women (and men who give a damn) off.

The “fun” application is called “before you score” — and yes, with “score” means what you think it does: getting laid. As in men who “bag” chicks.

For all the gory details, check out Mashable’s post, “Alienate Your Female Customers? Pepsi Has An App For That” (the title of which is where the trending “alienate your female” topic comes from). But maybe all you need to know is the simple premise of the app, as stated by Mashable’s Adam Ostrow: “AMP has actually built features into its application that make it seem one can systematically “score” by exploiting women’s naivety. Beyond that, they actively encourage users to promote such conquests through social media.”

Whether or not the app can really assist in the exploitation of any woman is neither here nor there. And if Pepsi tries to defend itself with a “the app is just entertainment” it’s no excuse. The pure perpetuation of predatory male stereotypes and encouragement of such actions is horrible.

I would rant on & on about this, but there’s plenty of smart comments to read at Mashable (and at Jezebel too). But that won’t stop me from asking a question…

What’s next, Pepsi, a cave man app where you can slip a Mickey into a woman’s drink and drag her off by the hair? Oh yeah, and brag about it too.