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

Sirens sprite

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]