Coke is under fire for using images of scantily clad women to advertise its new brand of "enhanced milk."

Coke has already abandoned the ads, which ran in Denver and Minneapolis in June.

Coca-Cola (KO) is making its first foray into milk with a brand called Fairlife, which it says contains more protein and calcium than regular milk.

The ads for the "value-added milk featured pin-up girls in provocative poses and dressed in outfits that were supposed to represent milk with tag lines such as: "Drink what she's wearing."

Laura Bates, founder of the Everyday Sexism Project, criticized the campaign in an op-ed published last week in The Guardian.

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"This is just the latest in a never-ending stream of examples of women's bodies used as advertising fodder with scant regard for relevance or originality," she wrote.

Fairlife said in a statement Monday that the racy ads were retired after they ran in June and that the brand plans to use different packaging and marketing when the product rolls out nationwide next year.

"The 'pin-ups' advertising may have been eye-catching, but we're taking a totally new approach," the company said.