Belvedere vodka ad banned for tying alcohol with party success

A Belvedere Vodka advertisement has been banned after a complaint that it implied drinking alcohol is a key component of a night out.

Belvedere Vodka ad- embedded

The national press ad featured a group of friends at a party posing for a photo with a strapline that read, “There’s a night out. And there’s a night out. Belvedere Vodka. Know the difference.”

While the ad did not show alcohol being consumed, the Advertising Standards Authority ruled that due to the combination of the strapline, an image of a Belvedere vodka bottle and the image of a group of people at a party, it “suggested alcohol was a major element of the apparent success of the party”.

Further, as the product being promoted is vodka, the ASA thought consumers would understand the strapline to be a reference to the enjoyment of a party or a night out with vodka being consumed compared to a night without it.

While the ad was found in breach of social responsibility and alcohol rules, Moet Hennessy UK, the owners of Belvedere, responded that as the ad did not feature alcohol, it did not suggest the characters benefited from drinking Belvedere and gave no suggestion that alcohol was an integral part of the evening.

The company also said that it had taken advice not to feature the text alongside other campaign images from the copy team at the CAP, and therefore thought the ad was not in breach of the code.

Hide Comments1 Show Comment
Comments
  • Todd 5 Jul 2017 at 6:32 pm

    I read this as an admonishment of over-imbibing. A night out vs. a night “out.’

  • Post a comment

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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