A Brewdog ad claiming that a fruit-flavoured beer was 'one of your five a day' has been banned.
An email sent by BrewDog, dated July 20, featured the subject heading “One of your five a day”, and advertised beers with names that included Lost In Guava, Pineapple Punch, and Lost In Lychee & Lime.The Scottish company acknowledged that the advertised beers did not count towards a consumer’s five a day.
The firm said the email was only sent to existing customers, who were likely to be aware of BrewDog’s “playful” marketing, and therefore felt that recipients were even more likely to recognise “One of your five a day” as a “tongue-in-cheek remark”. The watchdog said: “The ASA acknowledged that the subject heading ‘One of your five a day’ might be interpreted by some consumers as a humorous nod to the fruit-flavoured beers featured in the body of the email.and wellbeing, we considered that, in general, consumers would not expect advertisers to include such claims unless the advertised product was recognised as meeting the requirements of that advice.
“We therefore considered consumers were likely to interpret the claim ‘One of your five a day’ to mean that the fruit-flavoured beers in the ad’s body copy counted towards the recommended five daily portions of fruit and vegetables,” the ASA said.
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