Kopparberg advert banned after complaint about under-18 appeal
An advert for Cider of Sweden’s Kopparberg has been banned by the ASA after a complaint that it appealed to people under 18 years of age.
The advert featured a group of friends walking down the street to an underground nightclub, while text at various points throughout the advert said: "FIND THE VENUE YOU NEVER KNEW EXISTED", "FIND THE DOOR YOU NEVER NOTICED" and "FIND THE CROWD WHO THINK EVERY NIGHT IS FRIDAY NIGHT". Superimposed text at the bottom of the screen stated "Enjoy Kopparberg Responsibly" before the ad then cut to a colour product shot of three Kopparberg cider bottles. On-screen text then stated "PREMIUM CIDER KOPPARBERG FIND KOPPARBERG.COM".
The company stated that all actors in the advert were over 25, as was its target audience, and that the band used - Sleigh Bells - had been chosen because their age range and target audience were over 25.
The ASA said it considered that that scenario in the advert was likely to be attractive to a range of viewers, but that a hidden venue where people were dancing to live music was likely to be seen as particularly attractive by viewers under 18.
It added: “We considered that that impression was reinforced by the statements projected on the walls outside and inside the venue and particularly the statement "FIND THE CROWD WHO THINK EVERY NIGHT IS FRIDAY NIGHT" which we considered conveyed the message that viewers should seek out fun and excitement at every opportunity, and was likely to enhance the appeal of the scenario to an under 18 audience.
“We noted that the music featured was a song by an American noise-pop band called Sleigh Bells and we considered that the heavy baseline and distorted female vocals, were also likely to draw the attention of viewers under 18 and we were also concerned that the song itself was called 'Kids'.
“We concluded that the overall impression of the scenario and music combined was one that was likely to appeal strongly to people under 18 and was irresponsible.
“The ad breached BCAP Code rules 1.2 (Social Responsibility) and 19.15.1 (Rules that apply to alcohol advertisements).”