Carlsberg response to the Protein World hugely controversy adverts “Are you beer body ready?” on London Underground is another stroke of marketing genius and really quick thinking.
The beer brand moved quickly to take the space next to next to the controversial advert using a Carlsberg bottle in a little yellow bikini bottom, created by the creative agency Fold7 who also designed “Probably the best poster in the world“ which we blogged about a few weeks ago. Fold7 we salute you!
The original Protein World ads featuring a model posing in a bikini and asking have sparked a public backlash for making people physically inferior to the unrealistic body image of the bronzed model in the campaign with more than 70,000 people signing an online petition demanding the adverts be removed.
The Advertising Standards Authority (ASA) has also announced it will launch an investigation to establish if the ads broke “harm and offence rules or is socially irresponsible”.
Protein World has retweeted the image arguing that “If @Carlsberg are getting involved, you know you are #winning”. Their over confident, thick-skinned attitude to the backlash of there adverts leaves me somewhat speechless.
But the clever advertising by Fold7 makes me so proud to be part of the creative advertising world.
… And just for the record Protein World my body is defiantly in beer body shape!