beer complaint falls flat as ASA clears Heineken ad
21 September 2011
The Advertising Standards Authority (ASA) has thrown out
complaints that an award winning advert by Europe’s largest brewer
breached its codes on social responsibility.
The advertising watchdog has ruled that the Heineken ad entitled
‘The Entrance’ showing a smartly dressed man wandering through a
party, performing various tricks and being admired by women, did
not breach its advertising rules on Social Responsibility and
Alcohol.
Complainants, including the Molson Coors Brewing Company,
challenged the ad on the basis that it implied alcohol could
enhance personal qualities and talents, contribute to popularity,
confidence and social and sexual success, and make a social
occasion successful. However, the ASA said that it was not in
breach because the man's skills and popularity are not linked with
him drinking Heineken.
The ad has been a resounding success for the brewer, receiving
nearly 4 million hits on You Tube in just three weeks.
According to Nina Best, advertising lawyer at Browne Jacobson,
the drinks manufacturer has been “savvy” with its latest
campaign:
“This ruling shows there is a fine line between what the ASA
consider a breach and what it deems acceptable.
“This is a coup for Heineken’s savvy marketing team who made
sure the bottle of beer is out of shot for the majority of the ad,
and it is this that subtly disconnects the skilful, popular man
from the beverage.
“Heineken operate in a cut throat industry. They have pumped
millions into this latest global marketing campaign and to fall
foul of the UK’s advertising laws at this stage would have been
disastrous.”
This is not the first time that these two brewing giants have
clashed. In December the ASA threw out a complaint by Heineken
about an advert promoting Molson Coors' Carling lager brand in the
UK.