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Johannesburg – The Advertising Standards Authority has rejected eight of nine complaints laid against South African Breweries' (SAB's) advertising by its great rival, Brandhouse Beverages. It's a small victory in the escalating war for beer market share.
Brandhouse complained that SAB's Bigger is Better campaign by Carling Black Label and aimed at the public was misleading and inaccurate. It also objected to Carling's Demand More campaign, aimed at retailers.
Both are designed to inform the market about the recent downsizing of the Amstel quart bottle, the leading brandhouse product.
SAB argued that the advertisements were made to address the changes made to the Amstel product by brandhouse and its alleged failure to communicate these changes to consumers, retailers and the public at large.
The essence of the complaint from brandhouse was that although there is a difference in liquid contents in the 750ml and 660ml Amstel bottles, this is not significant as the sizes of the bottles themselves are similar.
The ASA ruled that SAB did not misstate the difference in volume or make misleading claims, but that the claims from brandhouse could be considered misleading.
The ASA said brandhouse was attempting to "deflect emphasis away from the fact that the new bottle contains 90ml less beer, by concentrating on the size of the bottle, as opposed to the difference in volume.
"Indeed it would appear that the complainants are attempting to disguise or minimise the fact that there is less beer in the 660ml bottle by using thicker glass."
Of the nine complaints by brandhouse, only one was partially upheld by the ASA. This is the ruling that although the claims made by SAB were objective, fair and true, they had used four words which were felt to be emotive.
SAB strategy director Harald Harvey said the ruling vindicated SAB's approach to business that focuses on working for consumers, retailers and South African society.
"We believe in challenging competitors fairly and with passion and honesty," he said. "We are committed to playing hard, but fair, and ensuring that consumers and retailers are well informed of their choices."
- Fin24.com