A contest run by Brewdog where customers could win a solid gold can of beer was deemed misleading by the ad watchdog.
The ads, spread on Twitter and Facebook, told customers that 10 cans of solid 24k gold worth £ 15,000 were hidden in packs of Punk IPA and Hazy Jane beer.
After receiving 25 complaints, the Advertising Standards Agency reviewed the competition and found that the prize was in fact replica 24k gold-plated cans.
The watchdog also discovered that Brewdog had never valued the cans and at the time of the examination the solid gold cans were worth around half a million dollars instead of £ 15,000.
Dear people of the world,
10 Solid Gold Punk IPA Cans are hidden in 12 Punk packs that will be shipped from our online store within the next 4 weeks.
Winners receive a gold can worth £ 15,000, £ 10,000 of BrewDog shares and a VIP tour of our brewery.
– BrewDog (@BrewDog) November 12, 2020
“The prize awarded was not the same as described in the advertisements, the promotion caused unnecessary disappointment to participants and therefore violated the Code,” said the ASA.
The ASA decides that the advertisement should no longer appear in its current form.
Since the launch of the contest, Brewdog has abandoned the use of the “solid” world in its advertising.
CEO James Watt said: “We missed our first promotion of Cans of Gold. So we did 2 things: 1) Give all first round winners the cash equivalent.
“2) Launch of a new Gold Can Competition with clear terms and conditions and a cash equivalent included from the start.”
Brewdog had another advertising banned in July after being criticized for promoting an alcoholic beverage as healthy.
The ad read, “Due to advertising regulations, we cannot claim this drink is healthy,” and continued, “Even though Clean & Press is only 90 calories per can, with no carbs or sugar and a little bit of sugar. alcohol is not a healthy drink. If you are looking for a healthy drink, don’t drink Clean & Press. ”
The Advertising Standards Authority (ASA) said that “only 90 calories per can” and “no carbohydrates or sugar” were nutritional claims that were not permitted for alcoholic beverages, as was the implication that the product was beneficial for overall or health-related good health. well-being.