B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • ARN
  • Meta
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Ad Standards Dismisses “Sexist” Nestle Condensed Milk Ad
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Ad Standards Dismisses “Sexist” Nestle Condensed Milk Ad
Advertising

Ad Standards Dismisses “Sexist” Nestle Condensed Milk Ad

Emma Mackenzie
Published on: 25th June 2015 at 10:27 AM
Emma Mackenzie
Share
3 Min Read
SHARE

The Advertising Standards Bureau (ASB) has dismissed complaints about a TV ad for Nestle’s Sweetened Condensed Milk which depicts a man wearing an apron in a kitchen baking.

One complainant said they found the ad “very sexist”, as it was using a man in a sexual manner to promote a product, which, had the roles been reversed, “would not be acceptable”.

Others suggested there were double standards within the advertising industry, with one saying “society seems to think it’s fine to objectify men in a sexual sense”.

The ad shows actor Nick Harrington dressed in what appears only an apron in a kitchen baking. Upon turning on the electric mixer, Harrington is splattered with condensed milk.

See the ad below.

The ad was created by Publicis Mojo and first aired the week of May 7, 2015.

As per the ASB’s report on the case, which was dismissed June 10 this year, Nestle’s response said it didn’t believe it had breached standards or ethics.

Nestle said it had wanted to take the non-traditional approach to baking and depict a male baker, and yet still have the product appeal to women.

It said it wanted to engage with its core audience – “women who bake 2-3 times a week – in a humorous and off-beat manner”.

Section 2.2 of the Code of Ethics says: “Advertising or marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people.” The Board found this ad did not breach this section. While noting some may find the ad exploitative, the Board’s view is that the man was “clearly empowered and is not presented in a manner which is degrading to men”.

Section 2.4 of the Code of Ethics states that an advertiser shall treat sex, sexuality and nudity with sensitivity to the relevant audience. The ASB determined this ad did not breach this section of the Code.

When the ad was first released, Richenda Vermeulen, CEO and founder of digital agency ntegrity, told B&T the ad took the easy way out.

“It’s not witty or brave – it’s lazy,” she said. “Taking the easy option and resting on the laurels of outdated stereotypes to market a product. It underestimates the intellect of the consumer and what motivates them. It’s not creative and doesn’t connect with matters to parents across Australia on mothers day.

“Is this really what Nestle stands for? They now have an Carl’s Junior equivalent targeted at the female demographic.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Gen Z, jamie chambers, Newspaper of The Year Finalists, sprite
Share
Emma Mackenzie
By Emma Mackenzie
Follow:
Emma Mackenzie was a reporter at B&T from 2015 - 2016.

Latest News

Parliament House, Canberra
Federal Government Reviews Creative Agency Roster, Replaces Panel With ‘More Secure’ Village Model
02/07/2025
Resolution Digital Reshapes Leadership Team
02/07/2025
Aon Kicks Off Major Global Creative & Media Shake-Up
02/07/2025
AI Adoption Is Surging In Australia But Does It Risk ‘Dehumanising’ Us?
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?