McDonald's Fruitizz kids' drink ad escapes ban
By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Wednesday, 12 September 2012 08:30AM
The ad watchdog has rejected two complaints that ads for McDonald's new Fruitizz children's drink misleadingly claimed it provides one of the Department of Health's recommended five fruit and vegetable portions per day.
The campaign, consisting of a TV ad and a digital banner ad appearing on the Mumsnet site, featured images of children playing with fruit-shaped bubbles.
The voiceover stated: "Grape, apple, and raspberry juice with refreshing sparkling water. Fruitizz is full of fruity bubbles with no added sugar, artificial colours or flavours. And, it’s one of your child’s five-a-day."
On-screen text stated: "one of your five-a-day based on approximately 150ml fruit juice per 250ml serving."
The Advertising Standards Authority (ASA) received two complaints that the "one of your five-a-day" claims were misleading and challenged whether they could be substantiated.
McDonald’s said its Fruitizz product contains 62% fruit juice, which equates to 155ml of fruit juice, sitting just above the Government’s 5-a-day guidelines that states "one medium (150ml) glass of unsweetened 100% fruit juice can count as one portion".
The ASA noted that the product adhered to the Department of Health’s five-a-day guidelines and does not use added sugar in the drink, and McDonald's was clear about the basis of its five-a-day claim. The ad has not been banned.
McDonald's introduced Fruitizz in May and last month dropped Innocent Smoothies from its menus after its five-year-trial failed to gain traction with customers.Follow @loullamae_es
This article was first published on campaignlive.co.uk
- Senior Account Director - international award winning B2B agency JEFFERSON £55-60k plus benefits , Surrey
- Sales and Marketing Executive Blue Skies Marketing Recruitment £20000 - £25000 per annum, London
- Senior & Jun-MW Producer Blue Skies Marketing Recruitment Competitive , Central London
- Content Strategist. Charity / Non-Profit Career Moves Group £30000 per annum + dependent on experience, London
- Assistant Brand Manager Brand Recruitment £30000 - £35000 per annum + benefits, Northampton
- Black horse returns in new Lloyds Bank campaign
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Cannes 2015: Highlights from the Campaign beach party
- UK wins four gold Film Lions
- Watch: Every Grand Prix winner from Cannes Lions 2015
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch