Complaints Against Coca-Cola’s “Taste The Feeling” Dismissed

Complaints Against Coca-Cola’s “Taste The Feeling” Dismissed
SHARE
THIS



Multiple complaints against two versions of Coca-Cola’s “Taste The Feeling” re-brand have been dismissed by the Advertising Standards Board (ASB). People complained a poster implied fellatio and a TVC was too sexually graphic for prime time.

Poster

The complaints against the above poster include:

  • Seriously if Coke can’t sell its sugar without resorting to making a beautiful young women suck off a coke bottle, they should give up.
  • This is part of a new campaign by coke called taste the feeling; they have a few models. The equivalent young guy is a shirtless dude with a guitar sucking back a coke with a refreshed look on his face. The girl, however, looks like she is about to commit an act of fellatio on her bottle.
  • I am not a prude and have no issue with fellatio, but this is just such blatant sexism it’s wrong.
  • It’s also not doing wonders for young girls’ self esteem.

Coca-Cola South Pacific (CCSP) responded with: “We consider that most members of the community viewing the Coca-Cola advertisement would see a beautiful woman holding an icy-cold bottle of Coca-Cola, without any sexist or highly sexual connotations.

“There is nothing in the advertisement which indicates that the woman depicted is subject to unwelcome conduct of a sexual nature.”

The ASB ruled in favour of CCSP:  “The Board noted that the woman is holding a bottle of Coca-Cola in her hand and considered that it is clearly the advertiser’s product and is not intended to represent a penis. There is no obvious reference to any sexual activity, including fellatio, in this advertisement.”

TVC

The complaint was that the TVC was too “sexual and graphic for prime time television when my kids are awake and watching. Inappropriate.”

Coca-Cola South Pacific argued “the moment in the commercial that the viewer expresses concern in relation to appears at approximately eight second and lasts for approximately three seconds. It shows a young couple in the library kissing passionately.

“It does not use sexual appeal in a manner which is exploitative or degrading to either the guy or the girl”.

The ASB ruled in favour of Coca-Cola, noting the ad had been rated “W” by the Commercials Advice for Free TV Ausrtalia which means the ad complies with a General classification.

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine