Gender wars are about to strike in a rather unexpected place: the soft drink aisle of your local supermarket.
A promotion by Cottee's that aims one version of its orange crush cordial at boys (with a blue label) and another at girls (same product, but with a pink label) is drawing complaints on social media, even though the product has yet to be officially launched.
The campaign came to light earlier today after a photograph of the bottles began circulating on Twitter and Tumblr, tagged as having been taken at a Woolworths supermarket in Sunshine.
The promotion is part of a Cottee's Facebook campaign called "Boys vs Girls - the oldest showdown ever!" that is not yet online. The supermarket appears to have inadvertently put the product on sale prematurely.
It was all good material for those who shared the photo on Twitter.
"Cottee's has released gendered cordial!" announced one commentator. "Learn your child's sexuality by standing them in front of Cottee's gendered cordial and MAKE THEM PICK," wrote another. "Sexism for profit," said another. And possibly the most creative response: "My dad picks the fruit that goes to Cottee's that make the stereotyping that Libs like best!"
Some wondered if it was in fact a hoax, but it is real, confirmed Robyn Newman, head of Corporate Affairs at Schweppes Australia, Cottee's parent company.
"Unfortunately it's made it to stores ahead of the context of the campaign," Ms Newman said, adding that the promotion was "all about promoting fun and active play".
"It's certainly not promoting one gender over the other."