After a week of criticism, Pepsi has decided to pull their controversial iPhone app. The app was a game where that would feed men pick up lines and then allow them to brag about their success using them on women. According to the application’s description, it is your “roadmap to success with your favorite kinds of women” and will “change your game and raise your expectations.” The app broke women into categories such as “tree hugger” and “cougar.”

“We have decided to discontinue the AMP iPhone application…We’ve listened to a variety of audiences and determined this was the most appropriate course of action,” a Pepsi spokesperson told Adweek‘s Brian Morrissey.

The controversy around the app made it one of the most popular free iPhone apps, but apparently Pepsi had enough of the bad press. Pepsi had to have expected at least some controversy around the app – our question to you is, how much of this is all part of the marketing campaign and how much is legitimate PR damage control?