This handful of people felt that the ads were misleading when talking about the related health benefits, and suggesting the drinks could be substituted for one of your five a day.
A main source of contention seems to be one of the campaign’s poster executions that claimed Vitaminwater had "more muscles than Brussels." This was apparently meant to refer to the "muscles from Brussels" actor Jean Claude Van Damme, not the minging vegetables dished out at xmas… ASA considered this ambiguous as consumers could make a comparison between the drink sharing the nutritional benefits of brussel sprouts. I thought that at first to be honest, and I wouldn’t class myself as dumb.
The "keep perky when you’re feeling murky" execution of the ads was also challenged as it was felt to suggest that the drinks could make you resistant to illnesses. It would be magic if they could do that but obviously there is no proof to suggest it really works…. (misleading eh…?)
Complaints also challenged the ad claims that the drinks were healthy AT ALL, as they are believed to contain muchos sugar in the style of the rest of the Coke product line. Coke denied this, however ASA discovered that the drinks contained sugar levels amounting to 26 per cent of the recommended daily allowance; not low-cal at all really! That’s really cheeky trying to argue against figures showing just how sugary your ‘health drink’ is, and it’s very very silly indeed.
So Coke can’t show these ads again in their current form, and it serves em right. They are trying to sell drinks that taste like crap by claiming they are good for you, when in fact its just a cocktail of sugar and bland flavours that inject you with a short burst of a sugar rush.
-rant ends-
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