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ERK - the ethical advising group against sexist advertising in Sweden 'convicted' this ad with the motivation: The ad passes the line of what is acceptable and is insulting to women in general. The line that reads "A perfect body with all the right accessories" underlines the objectification of the woman in the ad. This goes against the ICC - International code of advertising practice. [.pdf here]
Yep. On we's site you can see clearer (albeit smaller) shots of the underwear packaging, including the one with the hand inside.
...or was it copyright the word he wanted to do? Naah, can't be....In any case, that was a no go since it was such a commonly used/generic English word - much like I think the expression "You're fired" is. I can understand getting a registered mark like despair.com's symbol/logo :-( in that specific font, thats sorta what the Registered R is for: "A word, phrase, slogan, design or symbol used to identify goods and distinguish them from competitive products."... I do link to and quote that smokinggun page in the post....(??)
Over here in Europe it's a little different - Mineral waters don't carry the word "spring" for one thing, rather words like "pure" or something like that in whatever language (Källvatten in Swedish = Mineral water), and the Dasani sold in France is actually real Mineral water, since the french wouldn't fall for that old cleaned up tapwater idea, Coke marketing figured. (Way to be brand consistent guys!)
It's only in the UK and Scandinavia that Dasani and Bonaqua are "purified tapwaters", you're right that Aquafina is the Pepsi version of botted tapwater. I find it rather odd to have one brand (Dasani) which is tapwater in the UK and real Mineralwater a two-hour ride away in France. (See Time mag) Does Coke think that Europeans don't travel? If Coke = brown sweet carbonated drink everywhere on the planet, why should Dasani = tapwater in some places, and Mineral Water in others? Also, you Canadians are clever, ;) I don't know many people who reflected over the lack of "spring" on the bottle...
The Guardian reports:
First, Coca-Cola's new brand of "pure" bottled water, Dasani, was revealed earlier this month to be tap water taken from the mains. Then it emerged that what the firm described as its "highly sophisticated purification process", based on Nasa spacecraft technology, was in fact reverse osmosis used in many modest domestic water purification units.
Yesterday, just when executives in charge of a £7m marketing push for the product must have felt it could get no worse, it did precisely that.
The entire UK supply of Dasani was pulled off the shelves because it has been contaminated with bromate, a cancer-causing chemical.
So now the full scale of Coke's PR disaster is clear. It goes something like this: take Thames Water from the tap in your factory in Sidcup, Kent; put it through a purification process, call it "pure" and give it a mark-up from 0.03p to 95p per half litre; in the process, add a batch of calcium chloride, containing bromide, for "taste profile"; then pump ozone through it, oxidising the bromide - which is not a problem - into bromate - which is. Finally, dispatch to the shops bottles of water containing up to twice the legal limit for bromate (10 micrograms per litre).
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The ERK are a committe/advertising watchdog composed of advertising professionals - the ICC is the International Chamber of Commerce. ERK in Sweden did not ban nor even try the case of the by now infamous nude Sophie Dahl advert, the one that Paypal can't handle, so I wouldn't call them prudes. It's about sexism, not sex.
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