Blog: Chris MercerLech 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.




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