The email, headed: “Stay beautiful with Martini”, advertised an event at a Pitcher and Piano bar.
Pitcher & Piano jointly responded to the complaint with Bacardi-Martini, explaining that the email promoted an evening of pampering and sampling beauty products while trying the new Martini Rosato drink.
The campaign intended to communicate the importance of staying in control by promoting moderate alcohol consumption.
The Martini “Stay Beautiful” campaign, aimed at women between 25 and 34, intended to reinforce the message that the women were as beautiful at the end of the evening as they were at the start.
The ASA noted the email invited recipients to a beauty evening but the subject field made no reference to it.
It noted that recipients would not become aware of the beauty evening until they read the smaller text at the end of the email which appeared under a larger heading: “Stay beautiful with Martini”.
It considered that because the positioning and wording of the email did not make clear the wider context of the beauty evening it could be seen as irresponsibly implying that alcohol could enhance attractiveness.
The email must not appear again in its current form. The regulator advised Martini to consult the CAP Copy Advice team for guidance in future ads.
Courtesy of BrandRepublic.com