Sweet victory for complaints about Vitaminwater

19 January 2011


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.

TOPICS:   Advertising

7 comments

  • Sam
    Well, a donner kebab is healthy as long as you have it with salad...
  • Viewer
    Photoshopped poster.
  • Ben
    What I don't understand is that Vitamin Water 10 (the under-10 kcal version) has been on the shelves in the states for years. If you're launching the product into a new market, why not launch both varieties? It'd get them out of this shitstorm and all.
  • Marky M.
    Remember their Dasani water? http://news.bbc.co.uk/1/hi/business/3809539.stm Vitaminsquash is just the latest example of Coca-Cola trying to lever a substandard product into the market by brute marketing force. Big FAIL.
  • yak
    "Photoshopped poster." Thank fuck you're here
  • Alexis
    Yet another advert that ran months ago. The ASA is utterly pointless.
  • M4RKM
    tasty stuff though thanks to all that sugar. and there is vitamin water zero now in the US too, we're just so far behind the times eh? gotta fatten us up first you see. M

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