An Out Of Home (OOH) ad part of XXXX’s “Give a XXXX” campaign received a complaint for encouraging people to drink alcohol.
Launched in April 2022, the theme of the campaign is that beer drinkers should care ('give a XXXX') about the environment so that conditions continue to allow high quality beer to be made. It is intended to be a light-hearted way to convey a serious message.
However, the complaint objects to the marketing because:
"The ad encourages people to drink XXXX beer like their lives depend on it. In doing so, the ad challenges or dares people to consume XXXX beer in order to live a full life. This contravenes section 3(a)(iii). By implication, the ad suggests that the consumption of XXXX beer will contribute to the achievement of a full life and personal success. This contravenes section 3(c)(ii)."
Referring to the ABAC Code, marketing must not: (a)(iii) challenge or dare people to consume an Alcohol Beverage; or (c)(ii) show (visibly, audibly or by direct implication) the consumption or presence of an Alcohol Beverage as a cause of or contributing to the achievement of personal, business, social, sporting, sexual or other success.
In response, the brand Lion disputed the breach, since the brand received approval through the Alcohol Advertising Pre Vetting Service (AAPS) for this particular campaign.
In its pre-vetting, ABAC said:
"In the context of the Campaign, the Advertisement’s use of the language “Live Life Like Beer Depends On It” is clearly encouraging viewers to “give a XXXX” (care) about the health of the planet and the environmental factors that will impact beer and its ability to be enjoyed responsibly; and contrary to the Complaint, a reasonable person viewing the Advertisement would not understand it to be challenging or daring people to consume XXXX beer to live a full life.
"Further, given the reach of the Campaign, including the Campaign TVC, out of home, digital and social media advertising, the meaning of the Advertisement would be clearly understood to be referring to the overarching environmental message."
As a result, ABAC dismissed the complaint stating:
"The core question is whether a reasonable person would take an irresponsible message about alcohol from the strapline - ‘Live Life like your Beer Depends on it’.
"Again, the reactions are likely to vary somewhat, but the Panel does not believe most people will particularly understand what the strapline means and won’t believe irresponsible alcohol use is being encouraged.
"In reaching this conclusion the Panel noted: the strapline would be recognised as a play on the expression ‘like your life depends on it’ as signifying a matter of great importance.
"It would be probably taken as a tongue in cheek statement that beer is of great importance. However it does not say beer is necessary for life nor is it likely most people would interpret the message as a dare or challenge to drink the product.
"Further the message does not suggest the use or presence of the product will contribute to success in life.
"The overarching take out from a moving car of the roadside billboard is that the ad is promoting XXXX without much else being taken from the somewhat obscure meaning of the strapline."
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