ASA bans Vitaminwater ads

Coca-Cola has been forced to pull three posters and a leaflet for its functional water brand Glacéau Vitaminwater because of misleading claims made about the drink’s health benefits.

The Advertising Standards Authority (ASA) ruling comes as the brand prepares to launch a new flavour.

One of the posters for the existing range of drinks was headlined “More muscles than Brussels”, which the company claimed was a reference to Belgian action hero Jean-Claude Van Damme rather than sprouts.

The ad noted that the drink would “help you beat your granny in an arm wrestle”.

Another execution claimed Vitaminwater helped you “keep perky when you’re feeling murky”, while the leaflet said the drink’s ingredients were “great for giving you superhero-like powers”.

The ASA ruled the claims about the health and nutritional value of the drink were likely to mislead consumers and ordered that the ads must not appear again.

Separately, Glacéau Vitaminwater is launching an integrated campaign to support the introduction of new flavour variant “XXX – triple berry”. The digital side of the campaign will involve an online talent search culminating in event-led activity in London at the end of October.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here