Example Scene E
Why do you think this campaign is violating the Responsible Marketing Code?
Multiple answers are correct.
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That is correct
Although it might fit within a cultural trend there is a difference between edgy and dangerous behaviour. Especially in public places where sharp objects or broken bottles can harm other people as well as the contestant.
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That is correct
This campaign clearly breaches the code as it encourages consumers to commit an act of vandalism by walking over cars.
See Principle 5 “We do not associate our brands with anti-social behaviour and overconsumption”.
Unfortunately Maria failed to follow this advice.
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This is not correct
Although the campaign encourages physical activity, this is not linked to better performance in these activities based on the consumption of Hopalita.
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This is not correct
Although the campaign is clearly aimed at a younger (18-24) target audience it does not primarily appeal to people under LPDA