The ad for Smoothiepack, shown on buses and the London Underground, featured the catchline ‘New fruit on the block’. Six complainants who contacted the Advertising Standards Authority objected that the ad was offensive and homophobic. The Juice Company told the ASA, which this week banned the ad, it regretted the offence caused.
Josephine Carpenter, MD, added: “The ad was designed to be humorous and eyecatching and we consulted both men and women of differing sexual orientations at the design stage.”
She said 75 million people had seen the ad in the US and the UK and it had helped increase retail sales by 30% this side of the Atlantic.
Smoothie specialist The Juice Company has been given a dressing down by ad watchdogs for a poster which featured a transvestite.