'Drink to stay beautiful' ad banned

Wednesday 2nd December 2009

An advert has been banned by the Advertising Standards Authority (ASA) after it was argued that the ad implied alcohol enhanced attractiveness.

The ad, part of the Stay Beautiful campaign by Martini, was used in conjunction with a promotion from Pitcher and Piano, and sent out in the form of an email to advertise an event at participating pubs.

It featured the Martini and Pitcher and Piano logos with the text "Stay Beautiful" in the main body. Further details of the event were also included.

Both companies released a joint statement saying: "Martini sponsored the event which invited P&P customers, via email, to join an evening of pampering while trying the new Martini Rosato drink."

Pitcher and Piano added: "We were not trying to enhance sexual or social success. The strapline 'Stay Beautiful' reinforced the message that the women were just as beautiful at the end of the evening as they were at the start."

After branding the implications of the ad as "irresponsible" and concluding that the claim "Stay Beautiful with Martini" could be taken out of context, the ASA has ordered for it to not be used again in its current form and cautioned both companies on using similar claims in future ads. ADNFCR-1783-ID-19489067-ADNFCR

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