Jägermeister has been rapped by the ASA for being irresponsible, in an ad which made a link “between an alcoholic product and tough and daring behaviour”.
The TV ad showed men travelling through snowy, mountainous terrain in a truck before going surfing. Later, in the evening, they were shown in a log cabin at a bar, where they each received a shot of Jägermeister in a frozen glass.
The Youth Alcohol Advertising Council complained that the ad linked alcohol and daring behaviour, and that it suggested alcohol was key to social success.
Jägermeister highlighted that there were no brand references, and the men were not shown consuming alcohol, at any point before they started surfing, and that any association between the drink or the brand and the surfing scenes had been avoided.
The ASA suggested that the association between alcohol and risky behaviour was clear, but found the claim that alcohol was the key to social success unfounded.