Carlsberg ad beer body

Carslberg has leapt on the Protein World ‘beach body’ controversy with a flash campaign spoofing the weight loss brand’s tube adverts.

The beer brand has placed digital adverts at three sites on the London Underground. Carslberg’s ads, which will appear until Sunday, depict a bottle of the drink wearing the bottom half of a bikini, with the question ‘Are you beer body ready?’

The Protein World billboards, which depict a slim woman in a bikini with the words ‘Are you beach body ready?’, provoked a backlash, with more than 67,000 people signing a petition on calling for them to be removed. On Wednesday, the ad was banned by the ASA over its weight loss claims.

“At Carlsberg, we’re not bothered about beer drinkers being beach body ready, our priority is ensuring they’re able to enjoy a nice, cold Carlsberg without worrying about their appearance,” said senior brand manager Dharmesh Rana. “That’s why we’ve decided to remind the public at major commuter spots across London that it’s not about the way you look, or having probably the best body this summer, it’s about enjoying a Carlsberg whether you’re on the beach or at your local.”

The Carlsberg digital billboards can be found at Euston, Liverpool Street and Embankment tube stations.