Christmas is a great time for Coca-Cola with the famous lorries heralding the holidays on TV, but the season is well and truly behind us and the brand has crash landed into the New Year amidst claims that its labelling in an advert was misleading.
The Advertising Standards Authority (ASA) has ruled that the company’s branding of its Vitamin Water as ‘nutritious’ was misleading as the drink in fact contains around five teaspoons of added sugar. This has resulted in the adverts being banned following complaints from three consumers.
The drink was labelled ‘nutritious’ as it contains 100% of a person’s daily allowance of vitamin C, as well as other key vitamins. According to the BBC, the company also stated that the drink contained 23g of sugar per 500ml serving, which qualified the drink for the category of ‘low calorie’ under EU regulations.
Coca-Cola was not happy with the watchdog’s verdict, stating that it felt that its branding had been transparent, as the amount of sugar contained within the drink was clearly labelled.
This has highlighted to everyone the increasing power of the consumer. Only three complaints were received, yet the advert was still banned. Clearly advertisers need to think very carefully about the wording of the messages that they are giving out to the public before they launch a campaign.