PepsiCo will have to bow to UK TV watchdogs and change its latest TV ad campaign.
The soft drinks giant had intended to air new ads by Abbott Mead Vickers.BBDO which ridicule arch rival Coca-Cola. One of the ads, fronted by Cindy Crawford, shows a Coke can and knocks the competing product. (MW January 20)
PepsiCo intended the ad to test changes in UK trademark legislation allowing comparative advertising. But objections from the Broadcast Advertising Clearance Centre watchdog mean PepsiCo will have to alter the ad.
Emergency meetings between BACC, AMV.BBDO and PepsiCo are being held to agree on changes. PepsiCo may be forced to replace the Coke can with one marked “Brand X”.
“Using the Coca-Cola can is a legal issue involving both trademark and copyright issues. There will be changes,” says AMV.BBDO Pepsi account director Russell Seekins.