Carlsberg parody Protein World poster with 'beer body ready' ad campaign
By Ewan Palmer - April 30, 2015 18:06 BST
[1.] Carlsberg has parodied Protein World's
controversial "beach body ready" campaign with
its own London Underground adverts.
[2]. The ad features a green beer bottle ∈a yellow
bikini along with the tag line "are you beer body
ready?".
[3]. The digital poster will even briefly be displayed
next to Protein World's original advert at Liverpool
The Carlsberg seen next to the original Protein World poster
(Carlsberg)
Street's Underground station before it is taken down, with the end of its campaign approaching.
[4]. The "beach body ready" campaign has come under huge criticism since it was first displayed, with more
than 60,000 people signing an online petition demanding the adverts be removed.
[5]. The Advertising Standards Authority (ASA) has also announced it will launch an investigation to establish
if the ads broke "harm and offence rules or is socially irresponsible".
[6]. Dharmesh Rana, senior brand manager at Carlsberg UK, said: "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”.
[7]. "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."
[8]. The advert even appeared to be a hit with Protein World, who tweeted a picture of the ad on its official
account.
Disponível em http://www.ibtimes.co.uk/carlsberg-creates-parody-protein-world-posterbeer- body-ready-ad-campaign-1499193, consultado em 14/05/2015.
Dharmesh Rana, senior brand manager at Carlsberg UK, argues:
