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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