12 December 2012 - 4:23pm | posted by | 26 comments

WKD to remove Christmas campaign suggesting consumers should buy booze instead of donating to animal charities

WKD to remove Christmas campaign suggesting consumers should buy booze instead of donating to animal charitiesWKD to remove Christmas campaign suggesting consumers should buy booze

Alcohol brand WKD has told The Drum that it will remove its Christmas campaign which suggests that consumers could give money to help re-home animals…or they could buy a WKD.

The outdoor poster ad has led to outrage from animal lovers, with some calling it ‘sick’ and ‘disgusting’.

In reply to complaints on Facebook, WKD said: “WKD is famous for having a WKD side, and a reputation for looking at everyday life with a twist. Our latest campaign is not meant to offend in any way – true to the brand, we are just having a little bit of fun and meant to be very much tongue-in-cheek – a poke at WKD rather than animal causes.”

The ASA has said that several complaints had been made about the ad, with the general nature of the complaints being that it is offensive and undermines the work of dog charities.

Calie Rydings, senior RSPCA press officer, told The Drum: "While it is obvious that the WKD brand relies on tongue-in-cheek advertising, this particular campaign does a disservice to the thousands of animals that are abandoned across the country every year and are in desperate need of a new home."

WKD has now told The Drum in a statement: “Our Christmas outdoor advertising campaign was never meant to offend.

“However, in response to consumer reaction we have instructed the outdoor advertising contractors to remove the poster with immediate effect. This may take up to 72 hours to complete."

WKD has also announced that it will be making a donation to the RSPCA.

Comments

12 Dec 2012 - 17:27
Road-runner's picture

WKD shoots and its a massive....Own Goal, talk about short sighted, perhaps the next execution is a few pounds a week could feed a family in Africa....or get you shit faced on WKD, running out of gas guys.

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12 Dec 2012 - 18:11
Lilmi82380's picture

So u should its not funny at all its disgusting all you think about is making money your greedy and yeah you should donate to a few charitys for dogs and why not pay for a few advertising advertd towards a chairty for dogs you have lost me as a customer and you should of thought about what you were adverting a homeless dog or any animal for that matter is not funny at all full .

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12 Dec 2012 - 20:54
julia15157's picture

Rspca is one of the largest charities for putting animals to sleep and the money won't do any good to them. Better off donating to a no kill animal charity that will do some good instead of going into fat boss pockets wasted on admin. If it had of been an advert saying "this person has cancer, a couple of quid a week could save them or you could have a wkd" it would have never got to the adverts, whats the difference? The person who thought up this campaign needs sacked!

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12 Dec 2012 - 21:37
manci13509's picture

this campaign is so daft and pathetic, i simply cannot understand why they thought it would be a good idea? idiots

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12 Dec 2012 - 21:49
Julie12850's picture

Why would you think it wouldn't offend? Your marketing managers must be BARKING mad!

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12 Dec 2012 - 22:31
barbs76834's picture

Idiots! Will never purchase this again, well done!

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13 Dec 2012 - 00:05
Tweedskin's picture

Pity they didn't do their research as the RSPCA are known for having a kill policy while many other dog charities, such as battersea, do not. WKD also seem to be very vague about the amount they are donating.

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13 Dec 2012 - 09:35
Road-runner's picture

spot on Tweedy @Tweedskin, yet another example of WKD ignorance, and yes a photograph of the cheque handing over would be good to see how ' sincere' they are about their f##k up!

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13 Dec 2012 - 07:26
karenteasdale

All the hard work that charities do, volunteers, to give animals a better life and educate our children to be more respectful towards animals. People full of WKD and Alcohol could be prompted into cruelty whilst under the influence. As a dog Fosterer we take in dogs and nurture them back to health in our own homes on a voluntary basis ready to re home. Yet one advert could turn all that around and become an excuse to be cruel and mistreat animals making alcohol more important than the lives of any animal and humans. I am horrified by this.

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13 Dec 2012 - 12:38
James Cook

And thats some great work, still it raises debate and the profile of the 'Dog and Xmas' subject, more good than harm me thinks? @karenteasdale

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13 Dec 2012 - 09:56
lucyballtv

Such bad taste (the campaign and the drink) #cheapandnasty

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13 Dec 2012 - 09:57
mpinb10285's picture

What a sanctimonious bunch we are. WKD are aiming at 18-25 year olds who will LAP up this ad. If people are offended by this they need to get a life

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13 Dec 2012 - 10:38
Road-runner's picture

Oh ok, so your target audience is paramount over the integrity of your brand in the overall market place, grow up, I think you also under estimate 18 - 25 years appreciation of whats funny and whats not (you're not a creative at Big are you) @mpinb10285

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13 Dec 2012 - 09:58
rosiemilton's picture

Oh that's really poor.

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13 Dec 2012 - 10:32
joe.birkedale's picture

Bad taste. Yes. Stupid idea. Yes. Bad judgement Yes. The brand in the media spotlight. Yes. Lots of free column inches. Yes.

Just saying.

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13 Dec 2012 - 11:06
Road-runner's picture

Column inches doesnt always mean its worth it, some Aussies recently thought the world wide 'column inches' would be good for their careers.............@joe.birkedale and I don't really think WKD or the creative were thinking, 'you know what, this will spark a bit of debate'

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13 Dec 2012 - 10:38
lando83563's picture

It's light hearted and suitable for the target demographic, nowhere on this poster does it say "kick a dog". Chill out and stop reading the daily mail.

Even Stephen Fry is tired of everyone telling everybody how easily offended they are.

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13 Dec 2012 - 10:42
joe.birkedale's picture

@lando83563 My sentiment entirely.

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13 Dec 2012 - 11:54
carol24668's picture

WKD= WITLESS KNOB DEADBEATS

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13 Dec 2012 - 12:20
James Cook

Nah, it's bob on brand, it's what's the WKD brand about 'wicked' and a little twisted and should create a few gasps. Granted not everyones cup of tea and very near the bone, well it's cut right through the leg which is now twitching on the floor.

Gets people talking, raises debate and I think it's right for the audience group. I think it makes you think about both subjects. It's a great bit of controversy advertising.

If it was me, I would put a 10p donation on each bottle sold to donate to the RSPCA as a follow up and change the bottle label to picture of the dog, then do a viral . . . on YouTube, say a nod to Fenton and that crime does not pay. SO a special edition FENTON WKD. Chasing Deer (Christmas Link)

http://www.youtube.com/watch?v

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13 Dec 2012 - 15:37
Road-runner's picture

Na, WKD is about a wicked sence of humour, its about digging holes in the beach, havin a dump whilst the missus is having a bath etc etc, dogs and Christmas isn't funny and the vast majority (inc the target audience I suspect) inc the creative industry that read the Drum agree.....it is a poorly thought out idea.

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13 Dec 2012 - 19:39
Road-runner's picture

I think its fair to say looking at the WKD Facebook page that anyone that thinks this campaign is remotely acceotable is so out of touch with the great British public and our love of all things canine, even if it is aimed at 18-25 year olds, always be aware of the larger audience, shock tactics do have a habit of turning tits up................

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13 Dec 2012 - 20:21
James Cook

The Drum is pretty middle of the road though with added crash barriers, low speed limits and speed bumps and a big health and safety disclaimer, so yes I agree with you. Come on, we need stuff like this to liven it up. It makes a change from the sanitised safe corporate, politically correct, yawn and fall asleep stuff.

Granted the follow up is a little weak. They could show the dog perhaps having an all over body a shave to pass himself off a one of those 'pigmy pigs' that then grows massive and smashes your house up, but at least you can eat them. Or they could ship him off to Korea for an all expenses paid holiday? DogMac anyone?

Looking at the votes, like/dislike from The Drum readers, myself included, it appears to be swaying towards, Nah, it's just a bit of fun. Compared to the viral ads on the internet, this is really tame!

It's just another nail in the coffin for traditional media as 'they' ASA even find an innuendo Pot Noodle ad offensive. Still, we have the internet to play with as a pretty much no holes barred creative space, a world where hedgehogs can have sex with Spontex kitchen scourers and terrorists blow themselves up in 'Small but tough' Volkswagen Polos.

I guess we need to see what happens the WKD sales?

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14 Dec 2012 - 10:45
ciara21132's picture

I am absolutley disgisted with with advertisment. There is more then enought animals abuse and also alcohal abuse with out them encouraging both with unnecessary advertisments like this. I am asking that they please remove this disgusting advertisment.

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18 Dec 2012 - 10:55
J_Price's picture

Ouch! Overstepping the line and believing what you feel is 'a laugh' doesn't always make a good ad.

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16 Jan 2013 - 23:11
TontonZolaMoukoko's picture

Great ad. I hate stray dogs.

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