On 19 September 2021 a radio ad for Kopparberg cider ran: 'Tonight you will meet up with your best mates… Or someone who may be more than a mate… You'll head off to that new bar… Yes I'll have a Kopparberg please… You'll earn a new nickname… You'll become a new legend… To Greg!' It closed: 'Whatever you do make those nights at Uni one to remember. Kopparberg, to firsts that last.'
A complainant said the ad implied alcohol could contribute to popularity and that drinking was a key part of social success. Cider of Sweden Ltd said the ad described a range of moments on a night out, that the social events happened before the group reached the pub, and that the nickname and 'legend' lines were unconnected to Kopparberg. All voiceover artists were chosen because they were over 25 and sounded over 25.
On 22 December 2021 the ASA upheld both issues. The nickname, the toast to Greg and the 'legend' label all came after drinks were ordered, and the closing line tied a memorable university evening to Kopparberg — the ad implied alcohol could contribute to popularity and was a key component of social success, breaching BCAP rules 19.3 and 19.4. And because listeners would understand the characters as university students, they seemed to be under 25, so a significant role for people who seemed under 25 breached BCAP rule 19.17. The ad must not appear again.
The ASA banned it: the toast and 'legend' status came after drinks were ordered, so the ad implied alcohol drove social success, and the characters seemed under 25.
The 'legend' toast came after the drinks were ordered — the ad's own sequence sold the link.
'To Greg!' gave the hero popularity as the reward for a night on Kopparberg.
University students read as under 25 to the audience — a casting sheet saying 'over 25' could not be heard on the radio.
'To firsts that last' made a memorable university career conditional on cider — the tagline was the claim.
Sequence wrote the claim: Kopparberg's ad placed the nickname, the toast and 'legend' status after the drinks were ordered — the ASA read that as alcohol driving popularity and banned it.
The ASA told Cider of Sweden Ltd t/a Kopparberg to ensure future ads did not imply alcohol could contribute to popularity or that drinking was a key component of social success or acceptance, and did not feature anyone who seemed to be under 25 in a significant role.
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