A TV ad claiming “the majority of people preferred the taste of Del Monte to the leading juice brand” has been declared misleading by the advertising watchdog.
The Advertising Standards Authority investigated following a complaint by PepsiCo, which claimed the ad misleadingly suggested comparisons had been carried out against chilled as well as non-chilled brands.
PepsiCo, which owns the chilled Tropicana brand, also complained that the ad – which showed members of the public surrounded by crates of oranges – failed to make clear whether it was referring to orange juice only or the entire Del Monte range of juices.
Both complaints were upheld, although a third – that claims of an overall preference for Del Monte could not be substantiated – was knocked back.
The ad has been banned from broadcast in its current form, with the ASA instructing Del Monte to make clear what juices were being compared in future advertisements.
Del Monte UK profits slump to £117,000 (30 July 2011)
Commodities: Orange juice prices will fall, just wait for the harvests (20 August 2011)