It featured ordinary people, who were recruited via a national PR campaign, making statements such as: "I'm not high maintenance, I just deserve better"; "That's right. Look up to me"; and "I'm not anti-social, I just don't like you". They were either spoken to camera in the TV ads or used as captions in the poster ads.
The cast included a number of young women wearing revealing clothes, although the Advertising Standards Authority was satisfied they did not look under 25, which was checked by the BACC.
Poulters said the ad was designed to contrast the current climate of youth culture and binge drinking with notions of respect and control.
However, the ASA ruled that young people were likely to aspire to the implied confidence and attractiveness of the characters in the ads and that drinking Vodcat was a way of being seen to possess these qualities.
"We considered that the overriding message of the posters was that consumers who chose to drink Vodcat would be joining a group of people whose members were cool, attractive and uncompromising."
It ruled that the TV ads and the posters were in breach of alcoholic drinks advertising guidelines.