UK: ASA overturns ban on Heineken's Kronenbourg Cantona ad - video
Heineken has been successful in forcing the UK's Advertising Standards Authority (ASA) to reverse a ban on a campaign for Kronenbourg 1664, featuring ex-footballer Eric Cantona.
The ASA ruled in February that two ads for the lager brand - one TV spot and one print ad - were "misleading" as they created the impression Kronenbourg is brewed in France, when it is actually brewed in the UK. The TV ad featured Cantona explaining how hop farmers in France's Alsace region are treated like celebrities.
Heineken appealed against the ban to Sir Hayden Philips, the ASA's independent reviewer. The ASA said today (4 June) it has overturned its original decision.
The brewer originally argued that Kronenbourg 1664 could “correctly and reasonably” be described as a French beer because of its heritage, the origin of its recipe and the use of Strisselspalt hops, which are grown commercially in Alsace.
“We noted that the beer had originally been produced in France and that a French company still had oversight of its production today,” the ASA noted in its new ruling today.
The ASA also accepted that Kronenbourg featured several hops, but included Strisselspalt hops, which are sourced from Alsace.
Jacco van der Linden, Heineken's UK marketing director, said: "We are delighted that our advertising has finally been judged to be fully compliant with the CAP/BCAP codes and that there is no longer any suggestion that we could mislead consumers.”
Heineken Romania SA is expected to consolidate its leading position in beer by further investing in its production facilities and introducing new products. After a successful 2012 for its flavoured/mi...
Africa is the final frontier for beer, according to Euromonitor International's latest global briefing 'Africa: The Final Frontier for Beer'....
Heineken's "solid progress" during the first quarter - to quote the words of CEO Jean-François van Boxmeer - could be checked temporarily over the next three months....
- What Brexit means for drinks industry? - Analysis
- Is there a future for the global beer brand?
- How soft drinks can win big with adult consumers
- Global director int'l brands, Heineken - Interview
- Non-Scotch Whisky Essentials, Part I
- The UK Referendum - just-drinks Live Blog
- Absolut rebound paints rosy picture for Pernod
- SABMiller confirms price paid for Meantime
- Aldi dealt alcohol sales blow in Australia
- Maxxium eyes US$1.4bn opportunity in UK spirits
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Spirits and Wine: Corporate Overview
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends