Three ads which initially broke in June as part of the brand's first national advertising campaign for Glaceau Vitaminwater since it launched in Spring 2008, cannot appear in their current form.
The two posters for the range of drinks used the headlines "more muscles than brussels" and "keep perky when you're feeling murky" have been banned by the ASA. It said that the ‘brussels' claim was ambiguous and likely to mislead consumers. The ‘perky' poster on the other hand has been banned because it could potentially mislead consumers concerning its health benefits.
A third complaint was made about a leaflet explaining the benefits of the drinks range, because of the level of sugar they contain. The ASA said that the leaflet was likely to be understood as referring to the nutritional and health benefits but because the drinks contained a significant proportion of a consumers RDA for sugar, it was likely to mislead.
The cheeky outdoor campaign started in June ran at numerous locations in the UK, including the largest digital screen in Europe at Liverpool Street Station and the largest backlight site in Europe at Clapham Junction.
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