Strongbow ad promotes booze to help manage work stress, watchdog finds
The advert opens with a stressed office worker, overwhelmed by a large pile of paperwork, while being berated by a colleague. The scene transitions to upbeat, fast-paced music accompanied by placards resembling firewalls that fill the worker's computer screen, displaying the words 'WARNING' and 'NEVER STOP PLAYING.'
The focus then returns to the man, still seated at his desk, which is now cleared of the previously piled-up files. He smiles while holding a paper aeroplane, which transforms into a bottle of Strongbow Gold Apple cider. He leans back in his chair, feet propped up on the desk. All visible computer monitor screens display the time as 17:00. The words 'Never stop playing' then come on-screen again, along with a disclaimer that the drinks are not for sale to anyone under the age of 18.
In its findings, the ARB acknowledged the advertiser's argument that the folding of the paper aeroplane and the subsequent transformation into a cider bottle were intended as a lighthearted, metaphorical representation of 'leaving work behind' and embracing post-work leisure. However, the ARB argued that the advert would reasonably be interpreted by viewers as portraying alcohol consumption as a solution to workplace stress.
The ARB took issue with the pivotal moment in the advert: the stressed worker visibly transitioning to a state of happiness after the introduction of the cider.
This, the ARB argued, directly ties emotional relief and relaxation to the product, in line with clause 1.4.1 of the Alcohol Industry Communication Code that explicitly prohibits any suggestion in advertising that alcohol consumption can reduce stress, improve relaxation, or solve personal or professional challenges.
The advertisers for the Strongbow Gold Apple cider were ordered to withdraw the advertisement and prohibited from using it again in its current form.
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