Brandhouse welcomes withdrawal of SAB’s Demand More catalogue
BRAND ACTIVITY
Sep 1st 2010, 00:00
Brandhouse Beverages (Pty) Ltd welcomes the Advertising Standards Authority’s decision in ordering SAB to withdraw its “Demand More” catalogue. This was the primary focus of brandhouse’s complaint lodged to the ASA earlier this year. The ASA held that SAB's claims in its advertising constituted a deliberate and derisive attack on brandhouse with a clear intention to smear the new Amstel 660ml product.
The ASA found that the SAB catalogue was disparaging the Amstel brand and by doing so, contravening the ASA Code.
Amstel’s recommended selling price of R10 made it possible for tavern consumers, should tavern owners exercise their discretion to follow the recommended price, to trade up to Amstel from SAB mainstream beers. The 660ml returnable bottle - the national standard size for premium returnable beer - replaced the 750ml non-returnable bottles; representing a 12% reduction in volume accompanied by a commensurate 13% reduction in price.
Brandhouse MD Gerald Mahinda said: “Our intention is clear; brandhouse will continue to use innovation to offer both our trade customers and consumers greater choice, value and increased access to our fantastic brands.”
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