Brewdog has reacted sarcastically after an advert claiming their beers are 'one of your five a day' was banned, following a customer complaint
The brewer made the claim in the subject line of an email to customers from July 20.
The email was promoting beers with names like Lost In Guava, Pineapple Punch, and Lost In Lychee & Lime.Brewdog acknowledged that the beer did not count as one of people's five a day.However, it said it believed recipients would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables.
The brewer said the email was only sent to existing customers, who were likely to be aware of BrewDog's "playful" marketing style, and therefore felt that recipients were even more likely to recognise "One of your five a day" as a "tongue-in-cheek remark". But, upholding the complaint, the Advertising Standards Authority noted that government guidelines recommend people eat five portions of fruit and vegetables a day."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," the regulator said.
"However, because the claim referred to well-known government advice on health 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.
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