Posts Tagged ‘vitaminwater’
The Advertising Standards Authority (ASA) has banned Coca-Cola from claiming its Vitaminwater brand of pretty-coloured drinks are “nutritious”, after three people complained that a bottle of the stuff contains 23 grams of sugar.
The argument against Coca Cola was summed up succinctly: “We considered that consumers would understand the word ‘nutritious’ in the context of the ad as a claim that Vitaminwater contained added ingredients that were needed by the body in order to stay healthy,” the ASA said. “However, we considered that they would not expect a ‘nutritious’ drink to have the equivalent of four or five teaspoons of added sugar.”
Coca-Cola had attempted to worm out of the complaint by arguing that four or five teaspoons of extra sugar was perfectly reasonable, because there were also “meaningful quantities” of nutrients and vitamins – which is like promoting pie and chips every day as a healthy diet, so long as you wash it down with a pint of Kaliber.
A whole bunch of poster ads and a leaflet parroting on about the nutritional virtues of a drink called Vitaminwater have been banned by the Advertising Standards Authority. Well, three posters to be precise.
Basically, these advertisements implied that the drinks could be substituted for one of your five-a-day vegetables. That’d be the lurid pink drinks on the right that are propping up 50 Cent, the world’s first deaf rapper.
Coca-Cola, who make the drink (another clue there) said that the Vitaminwater brand used humour in its advertising and linked to fictional stories to ingredients in the drinks. What a riot!
The ad said things like “Keep perky when you’re feeling murky”, “Popeye had it easy”, as well as “more muscles than brussels”. It’s the latter that has caused complaints because, thanks to a convenient bit of house-style, the B wasn’t capitalised because, of course, it was all a reference to “muscles from Brussels” actor Jean Claude Van Damme rather than sprouts.
Of course, the fact that a brightly coloured drink made by Coca-Cola isn’t particularly good for you is of no surprise and, let’s be honest here, everyone knows that there’s no short cut to consuming your five-a-day (which is why I’m perfectly happy to replace all vegetables with crisps and amphetamines and die an early, toothless death) and that these adverts were only misleading the stupid.
Still, the regulator pointed out that these drinks contained a significant proportion of a consumers RDA for sugar. It’s probably the sugar that makes them taste nice.
That said, there was some good advice. One of the ads ( for the “power-c” drink) said: “If you’ve had to use sick days because you’ve actually been sick, then you’re seriously missing out my friend. The trick is to stay perky and use sick days to just, erm, not go in.” Nothing wrong with that. Nothing at all.