Blog: Lech beer advert leaves Poles cold
Chris Mercer | 3 August 2010
It was supposed to be a harmless reference to refreshing beer, but it has ended in SABMiller's Kompania Piwowarska subsidiary being forced to issue a public apology for offending the memory of Poland's recently deceased president.
Somehow, an advert imploring Poles to enjoy a "cold Lech" was placed on a giant billboard near to the tomb of Polish president Lech Kaczynski, who died along with several other Government members in a plane crash earlier this year.
"Allow me to apologise to the members of the European Parliament, Mr Ryszard Czarnecki and Mr Marek Migalski, as well as to anyone else who felt affronted by the unfortunate location of the ad for our beer LECH Premium," said Kompania Piwowarska's director of communications, Pawel Kwiatkowski, today (3 August).
"As the advertising space hire contract expired in the end of July, today we will start dismounting the advertisement placed on Forum Hotel in Kraków," he said on the company's website.
"Any associations between the claim “Thirsty for sensations. Cold LECH” and the late Lech Kaczynski are highly inappropriate, unjustified and improper," he said.
The number of complaints about the advert were the same as those of any standard advert, said the brewer, adding that the billboard was 1km from the ex-president's tomb.
All very honourable, but definitely an 'ouch' moment.
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- The end is nigh for Global Travel Retail - Comment
- Five ways small brands can beat big players
- Interview, Bulldog Gin founder Anshuman Vohra
- Pernod Ricard's Q1 results - Preview
- Pernod Ricard Q1 2017 results by region, brand
- Diageo most at risk to Thai alcohol ban - analyst
- Jobs at new India hub won't affect staff - Diageo
- Stumbling UK Pound prompts Conviviality price hike
- US craft spirits could be as big as craft beer
- AB InBev fund ZX Ventures buys homebrew co
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global RTD insights - market forecasts, product innovation and consumer trends