Example Scene f
Why do you think this campaign – despite the comments from the agency – is still violating the Responsible Marketing Code?
Multiple answers apply.
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That is correct
Even though there is no explicit link, it is clearly suggested that there is a link between the consumption of the brand (and alcohol in general) and sexual success.
See Principle 6 “We never claim that consuming our Brands leads to social or sexual success”.
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That is not correct
The agency deliberately avoided this. Note that the commercial is still in violation of the Responsible Marketing Code as it hints towards sexual success and is clearly degrading towards women.
See Principle 6 “We never claim that consuming our Brands leads to social or sexual success” and Principe 8 “We are progressive about the cultural context and its evolution”.
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That is correct
The basic idea of the TVC showcases a degrading attitude towards women and their bodies and even though this is not illegal in most markets, it is not in line with the HEINEKEN values and clearly in breach of Principe 8 “We are progressive about the cultural context and its evolution”.
Unfortunately George failed to follow this advice.