Frosty Jack's ads banned for under-18 appeal complaint
Three YouTube ads for Frosty Jack’s cider have been removed after the ASA ruled that they were likely to appeal to under 18s, following one complaint, with the brand saying it plans a brand re-launch in the coming months.
Entitled "Anti-wasp", "Anti-Gimmicky" and "Anti Busybody. Anti-controversial", the ads were made by members of the public and had been on YouTube for over two years before the complaint from the member of Alcohol Concern's Youth Alcohol Council.
The first ad featured a man killing a wasp with an aerosol and lighter, the second a man talking about the features of his car in a comically exaggerated fashion, and a third claiming he had Tourettes and shouting ‘twat’ after being questioned for parking in a disabled space.
Aston Manor Brewery Company said those strategies were the work of the previous marketing department and that brand activity had been reviewed since the arrival of a new marketing team in November 2011.
The ASA concluded that the first ad showed a person behaving in a juvenile and cruel manner, that the second used juvenile humour and that the third trivialised a neurological condition which affected children and adults and that the action in the ad could be seen to reinforce negative stereotypes.