One can only assume that their market research has highlighted a majority male customer base? Still, if it's OK to market Diet Coke via the medium of absurdly-toned bare-chested window cleaners, I'm sure there should be no complaints.
I'm just worried that such imagery could be a thrill too far for some Irish citizens I could mention. Eh, Grandad?
('Bits' of orange of course, you potty-minded lot, you)