The poster campaign, which featured the strapline ‘take courage my friend', had attracted complaints that it implied the beer gave a man confidence to make negative comments on a woman's appearance.
The poster showed a nervous-looking man drinking a beer beside a woman with her back to him wearing a figure-hugging new dress with its sales label still on. The text was in a speech bubble coming from a large pint of beer.
Wells & Young's argued the poster featured an uncomfortable situation many men could relate to where a man is asked what he thinks about a woman's new dress.
It said it there was no reference to bravery in the poster. Instead it claimed it encouraged consumers to choose Courage over competitor brands.
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