Wine

Would you #TasteTheBush? ASA to investigate Aussie wine campaign

By Jessica Mason

- Last updated on GMT

The controversial campaign has generated a negative response on social media
The controversial campaign has generated a negative response on social media

Related tags: Advertising

The ASA is currently investigating an advert from Premier Estate Wine, which asks consumers to ‘Taste the Bush’.

The new campaign, which includes a digital advert highlighting merits of the Australian wine brand’s range, has been created by the Saatchi Masius agency and features a woman with a strategically placed wine glass citing: “Some say you can almost taste the bush.”

The Advertising Standards Authority confirmed to the PMA​ it had received a complaint which “does not agree with the way the woman was portrayed in the ad and believes it is offensive. We’ll carefully assess this complaint to establish whether there are grounds for further action.”

Premier Estate Wine is currently promoting the advert via social media, encouraging people to tweet: ‘I want to #TasteTheBush’​ to give them a chance to win a case of wine.

The social media campaign has generated a Twitter storm with a number of critical comments from users.

In its marketing release, Premier Estate Wine said the campaign "highlights the brand’s playful, tongue-in-cheek tone that’s born from classic British humour".

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Related topics: Legislation, Wine

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