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A BrewDog advertisement has been banned by the advertising watchdog for suggesting that alcohol can alleviate feelings of boredom, loneliness, or frustration. The ad for Wingman beer, which ran in May, featured the headline “BrewDog. Always Got Your Back.” It went on to emphasize the beer’s reliability in uncertain situations, stating that Wingman was always there to support you.
The Advertising Standards Watchdog (ASA) received one complaint about the ad, prompting a review. BrewDog defended the advertisement, claiming that it only promised consistent quality and did not imply any therapeutic or mood-altering effects. Despite BrewDog’s arguments, the ASA deemed the comparison of scenarios involving frustration and loneliness to be problematic, suggesting that the ad implied drinking alcohol could solve these issues.
As a result of the ruling, the ASA instructed BrewDog to refrain from running similar ads in the future. A BrewDog spokesperson expressed disappointment with the outcome, stating that it did not align with the campaign’s intentions. This is not the first time BrewDog has faced criticism from the ASA, having previously been reprimanded for claims made in customer emails and for a misleading promotion involving golden cans.
Founded in 2007 by James Watt and Martin Dickie, BrewDog quickly rose to prominence in the craft beer industry, becoming a billion-dollar brand within a decade. The company, known for its IPAs and craft beers, has expanded globally with breweries and pubs in various countries. Despite its success, BrewDog recently announced plans to close 10 bars, citing profitability concerns. James Watt stepped down as CEO in May of the previous year, transitioning to a new role within the company while retaining his ownership stake
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