ASA Adjudication on Beverage Services Ltd
Beverage Services Ltd
1 Queen Caroline Street
26 September 2012
Internet (video), Internet (on own site)
Food and drink
Number of complaints:
Ogilvy & Mather Ltd
Summary of Council decision:
Three issues were investigated, all were Not upheld.
An online video ad on www.fanta.co.uk, titled "Fun, New 2011 Fanta 'Bounce' Commercial. Check out the Video for More Fanta. Less Serious. New 2011 Fanta commercial where thanks to Fanta orange a DJ boy flips and bounces a bored girl, a hip chick, a nerdy guy, a cheerleader, 2 dudes, some dogs and a whole basketball pickup game all over town ... all because of an orange Fanta! What happens when his Fanta is gone!? Hmmm", featured animated characters. A female character was shown lying on her bed, looking bored. A male character jumped through the door and gave her a bottle of Fanta. They drank some and began bouncing up and down on the bed. Other characters in the street were also shown drinking Fanta and bouncing around. When they finished the bottles the music slowed, they stopped bouncing, and they all looked unhappy. The male character from the first scene returned and they all began bouncing again. On-screen text stated "MORE FANTA. LESS SERIOUS".
The Children's Food Campaign (Sustain) challenged whether the ad:
1. condoned or encouraged excessive consumption of Fanta;
2. condoned or encouraged poor nutritional habits among children; and
3. suggested that by consuming Fanta, children would be more confident and popular.
CAP Code (Edition 12)
Beverage Services said they did not target their marketing at children under 12 years of age; that policy applied to all elements of their marketing activity. They said the target audience for Fanta was 16- to 34-year-olds. They said the vibrant colours of the website on which the ad was placed were associated with the brand and were consistent with both its market presence and other brands in the same category.
1. Beverage Services said that none of the characters in the ad consumed more than two mouthfuls of Fanta, which they considered did not constitute excessive consumption. They said that most of the characters in the ad were not holding a Fanta, or drinking it, and all that the ad suggested was that Fanta could contribute to the enjoyment and fun of an occasion.
2. Beverage Services said they did not believe the ad condoned or encouraged poor nutritional habits among children, for several reasons. They said the characters were teenagers and older – for example, some of them were driving – which was in line with their target audience. They said that many of the characters were being physically active, including jumping, bouncing, walking dogs, and playing basketball. No other food or drink was seen being consumed, and those characters who did have a bottle of Fanta consumed it in moderation.
3. Beverage Services said that whilst there was one character at the start of the video who was bored, they believed the ad encouraged her to get out, get active and enjoy herself. They said the video simply portrayed people enjoying themselves with Fanta.
1. & 2. Not upheld
The ASA noted that, for the purposes of the CAP Code, children were considered to be those under 16 years of age. We noted the target audience for the ad was people who were 16 and over, and the bright, colourful theme of the website was consistent with the Fanta brand, but we considered that the ad, and the website on which it appeared, would nevertheless appeal to those under 16. We considered the colourful theme of the website, its free downloadable desktop backgrounds and screensavers for computers and mobile phones, a free downloadable ringtone of the upbeat music used in the ad, and a free downloadable game for mobile phones, which could also be played on Facebook, would all have particular appeal to young teenagers. We noted the website also included a webpage which included 'profiles' of some of the characters who featured in the ad. Whilst we noted those characters appeared to be older teenagers and young adults, we considered it was likely that teenagers under 16 would personally identify with and aspire to be like the characters described.
Notwithstanding that, we noted that all of the characters were being physically active in some way, because they were bouncing or jumping, and some were also walking dogs and playing sport. We acknowledged that no character was seen taking more than two mouthfuls of Fanta, some characters were shown sharing their bottles with others, and the ad featured characters who did not have a bottle, and were not sharing one, at all. We concluded the ad did not encourage excessive consumption of Fanta, and, whilst we considered the ad would have appeal to children under 16, we concluded it did not condone or encourage poor nutritional habits or an unhealthy lifestyle in children.
On points (1) and (2), we investigated the ad under CAP Code (Edition 12) rules 15.4 (Food, food supplements and associated health and nutrition claims) and 15.11 (Food and Soft Drink Product Marketing Communications and Children), but did not find it in breach.
3. Not upheld
Whilst we noted that the beginning of the ad featured a bored-looking girl alone in her bedroom who looked happier after the male character arrived, we considered viewers, including children, would understand her change of mood to be because a friend had arrived and they were having fun bouncing on her bed, rather than specifically because they were consuming Fanta. We noted that characters appeared in different social situations throughout the ad, and those who were not drinking Fanta also appeared to be having fun and interacting confidently with others. We concluded the ad did not suggest that, by drinking Fanta, children would be more confident and popular.
On this point, we investigated the ad under CAP Code (Edition 12) rule 15.16.1 (Food and Soft Drink Product Marketing Communications and Children), but did not find it in breach.
No further action necessary.