Example Scene G
Why do you think this campaign is violating the Responsible Marketing Code?
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This is not correct
A male positioning of a product is not necessarily degrading towards women.
See Principle 8 “We are progressive about cultural context and its evolution” for more information.
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This is not correct
Although this might be true, a similar label of a line extension compared to the mother brand is not a violation of the Responsible Marketing Code.
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That is correct
Even if the alcohol strength is not specifically mentioned, the name and the tagline (“put some hair on your chest”) of the campaign suggest that the higher ABV of the product is a benefit over the mother brand.
See principle 7 “We are committed to our Brands being part of a healthy lifestyle”.
Unfortunately Stefan failed to follow this advice.