An advert for Carling lager claiming its new can could “lock in great taste” will not be banned because it was scientifically proven to improve the taste of the beer, the advertising watchdog has ruled.
A Carling poster promoted the lager with the text “NEW TASTE LOCK CAN” and claimed the can was “scientifically proven to lock in great taste”.
Its TV advert featured a group of men in the desert with the voice-over saying: “New Carling Taste Lock Can, locks in the great taste.”
Heineken UK complained to the Advertising Standards Authority (ASA) and said the adverts were misleading by suggesting the can was a new design and implying the can was better than those of competitors.
But Carling’s parent firm, Molson Coors Brewing Company (MCBC), said there were three changes made to the can including a new seal to help stop the beer coming into contact with the metal of the can and developing a metallic taste.
MCBC said scientific tests showed a lower iron content in the new cans compared to the old cans.
It also said the iron content was “at or below the level at which trained in-house taste testers could identify a metallic taste”.
The ASA ruled both complaints from Heineken were not upheld.
In an adjudication, the ASA said: “We considered that it was unlikely that consumers would interpret the ads to mean that the can was an innovation completely new to the industry or superior to the cans used by other beer brands or manufacturers. We concluded that the claim was not misleading.”
It added: “We noted that MCBC had conducted scientific analyses on beer samples taken from their old and new cans and considered that the results showed that the beer samples from the new cans had a reduced iron content compared to samples from the old cans.”