The beer poster said “Take Courage.” Three people took offence, and on Wednesday Britain’s advertising watchdog took action.
The Advertising Standards Authority banned posters for Courage beer that used the “Take Courage my friend” tag line featured in advertising campaigns from the 1950s to the 1980s.
It was wrong, the ASA said, to imply that beer would boost male confidence.
The poster showed a nervous drinker eyeing a woman in a figure-hugging dress still adorned with sales tags. A speech bubble from his pint glass said “Take Courage my friend.”
The complaints said the poster implied that the beer would give the man confidence to either be rude about the woman’s appearance or to take advantage of her.
The brewer Wells & Young’s Brewing Company Ltd., said it believed many men would relate to the problem of being asked to comment on a woman’s new dress. The company argued that it was clear from the man’s expression that he would rather not answer.
The authority said it didn’t believe consumers would think the poster suggested that the man would be unnecessarily negative or take advantage, but would simply tell the truth.
“Although we understood the humorous intention of the scenario, we concluded that the poster breached the [advertising] code by suggesting that the beer could increase confidence,” the ASA ruled.
Chris Lewis, marketing director for the brewer, said the company was disappointed.
“Our intention through this advertising is to portray humorous everyday occurrences which Courage drinkers can relate to,” Lewis said.
