Dahon California objected to a poster promoting the RTD’s launch into cans because it showed an image of its folding bike besides a can of Smirnoff Ice and the caption ‘Aluminium is a precious resource. Use it wisely’.
The ad also featured a tick for approval below the can of Smirnoff Ice but a cross by the bike. Dahon is arguing that the ad suggested it was a “waste of aluminium” and has filed a complaint with the Advertising Standards Authority.
Paul Flanagan, commercial PR manager at Diageo, said: “This campaign was intended to be humorous in a way that would engage our target consumers, primarily males aged 18-24.”
The ASA said it would make a ruling in the next few weeks.