… you often get a clearer picture 🖼
You can make a decision that seems sound and then it backfires on you.
Au Vodka, a drinks brand encourage its fans to upload content featuring its products on social media. It’s a great way to get others to promote your stuff.
Back in May, someone posted a tweet with a picture showing two McDonald’s frozen slushies and two little bottles of Au Vodka sitting on the centre console of a car.
The tweet was then retweeted by Au Vodka’s official Twitter account, including the caption “Drink Responsibly & don’t drink and drive #SummerVibes.”
Although no one complained about this, the ASA (Advertising Standards Authority) took issue with it, arguing that it linked alcohol with driving and therefore the ad was irresponsible.
They felt that the image gave the impression that both the driver and the passenger were going to drink the alcohol while driving.
Au Vodka said its main aim was to promote responsible and enjoyable alcohol consumption to legal drinkers. They argued the image was of a social setting, which they felt emphasised friendship and camaraderie, rather than endorsing drinking while driving.
Despite the presence of the disclaimer, “Drink Responsibly & don’t drink and drive,” the ASA upheld their complaint because they believed the overall impression of the ad still linked alcohol with driving.
To be honest, I can see both sides here. While Au Vodka may have had good intentions, it was essential for them to think through all the potential implications of using the tweet.
Having alcohol visible in the front of the car, with people in the driver’s seat, could easily be misinterpreted and send the wrong message. I think if Au Vodka had taken a step back and looked at the tweet from their followers’ point of view, they may have made a different decision.
When advertising on social media, you do have to be careful. It’s not about being afraid to make calls like this, but about being mindful of the situation and remembering we’re dealing with real people and their perceptions.