Wells and Young’s says it is “very surprised” at the Advertising Standards Authority decision to ban a poster campaign for its Courage beer brand and is considering whether to appeal the decision.
The ad, created by the Kindred Agency, uses the strapline ‘take courage my friend’ and shows a worried looking man sat with a can of beer and glass beside him while a woman wearing a figure-hugging dress stands beside him.
The watchdog ruled that the ad suggests that drinking the beer would give the man confidence to tell the woman that the dress is unflattering.
Chris Lewis, marketing director for brewer Wells and Young’s, says: “We are very surprised by the ASA’s decision regarding our Courage advertisement.
The advert depicts a very common situation which our target demographic would relate to.”
He adds its ads intend to portray “humorous everyday occurrences” which drinkers of Courage can relate to.
The ASA ruled that ad must not appear again in its current form.