ASA Non-broadcast Adjudication: Wychwood Brewery Co Ltd

Complaint

Objection to a national press ad for beer that was headed "Afraid of the dark, Lagerboy?" and stated "HOBGOBLIN Deliciously dark". The ad featured a picture of a hobgoblin holding a pint of beer.

1. The complainant, a lager drinker, objected that the ad was aggressive and offensive.

2. The ASA challenged whether the ad was irresponsible, because it portrayed drinking Hobgoblin as a challenge.

CAP Code (Edition 11)

Adjudication

Wychwood Brewery Company Ltd (Wychwood) said the ad was intended to be humorous. They said the hobgoblin was a mythical character that was traditionally portrayed as mischievous, grumpy and uncouth; the character in the ad was in that tradition. They explained that the hobgoblin character had been used in another ad that featured the slogan "What's the matter lagerboy, afraid you might taste something?" and that that ad had appeared in The Times, The Guardian, The Independent, The Publican, The Morning Advertiser and What's Brewing since 2003. They said the "Afraid of the Dark" execution was used in October 2004 and 2005 only to coincide with Halloween and that readers would therefore understand that the ad was an extension of their normal advertising campaign. They said both campaigns were designed to imply in a light-hearted manner that Hobgoblin beer had a more distinctive taste than lager.

1. Complaint not upheld

Wychwood said the hobgoblin character was meant to represent a grumbling old man in a pub and that the phrase "Afraid of the dark, Lagerboy?" would be interpreted as 'in character' rather than aggressive. They said the ad was aimed at men over the age of 35; they had carefully selected the media the ad appeared in to reflect that. They said they had received no complaints about the ad.

The Times said they thought the ad was humorous and that it would not offend their readers.

The ASA noted that the ad was intended to be humorous and that the image used in the ad was stylised and unrealistic. We considered that readers of The Times would not find the ad offensive or aggressive.

2. Not upheld

Wychwood said "Afraid of the dark Lagerboy?" referred to the distinctive taste of the advertised beer compared to lager and pointed out that the ad featured the slogan "Deliciously Dark" which made clear that the headline claim referred to the taste rather than the strength of the beer. They said the ad light-heartedly implied that lagers were tasteless compared to Hobgoblin beer. Wychwood said the ad did not challenge consumers to drink more beer nor imply that drinking Hobgoblin was a challenge. They said the ad did not show, imply or refer to aggressive, unruly, irresponsible or anti-social behaviour. They said the ad appeared in media where it would not be read by the young or impressionable.

We noted that the ad appeared in a series that highlighted the distinctive taste of Hobgoblin beer compared with lager and that Wychwood had intended the ad to convey that message. We considered that the slogan "Deliciously Dark" made clear that the claim "Afraid of the dark, Lagerboy?" referred to the taste of the beer and challenged lager drinkers to try something different. We concluded readers would not infer that drinking Hobgoblin was a challenge to be brave or daring. We did not object.

We investigated under CAP Code Clauses 5.1 (Decency) and 56.12 (Alcoholic drinks).