A complaint was received by ABAC over concerns that a newspaper ad implied alcohol would be the cause of contributing to success.
The ABAC standard is that…
Alcohol marketing must not show the consumption or presence of alcohol as a cause of or contributing to the achievement success.
The Panel did not believe the ABAC standard was breached, finding the ad associates the product with the woman and outlines that the woman is a skilled multi-tasker. However, the ad does not show the woman consuming alcohol, nor suggest her success comes from the use of alcohol.
The words ‘To the Unstoppable’, are akin to making a toast and suggest alcohol is marking an achievement, not the cause of the achievement.