UK: ASA bans Bacardi-Martini promotional email

By | 3 December 2009

An email by Bacardi-Martini promoting a Martini event has been banned by the UK's Advertising Standards Authority (ASA).

The ban follows a complaint from a member of the public that the email "irresponsibly" implied alcohol could enhance attractiveness, the ASA said in its ruling published yesterday (2 December).

The email, headed "Stay beautiful with Martini", advertised a promotional event at a Pitcher and Piano bar in the UK.

The email was targeted at women aged between 25 and 34 years and was designed to communicate "the importance of staying in control by promoting moderate alcohol consumption", Pitcher & Piano and Bacardi-Martini said in response.

The bar said the brand was not trying to "enhance sexual or social success".

The ASA noted that the email invited recipients to a beauty evening where they would be able to try complimentary samples of the Martini Rosato drink. However, it added that the subject field, "Stay beautiful with Martini", made no reference to the beauty evening.

The ASA considered that the strapline in conjunction with the Martini logo would always be problematic.

Sectors: Spirits

Companies: Bacardi

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