Kit Kat ad taken off air
22-Jun-2010
The ad for Kit Kat showed Father Christmas walking into a house and complaining about becoming fat from eating too many mince pies. He then looked at a Kit Kat and said: "107 calories, just the ticket" as on-screen text stated: "May aid weight control within balanced, calorie controlled diet."
A viewer complained that the reference to 107 calories implied that Kit Kat was a healthy snack even though they believed the biscuit was high in fat and sugar.
Another objected that the campaign appeared to target children through the use of Father Christmas, in breach of advertising rules on foods with a high fat, sugar and salt content.
Nestle said the statement that the two-finger Kit Kat contained 107 calories was not a claim that it was a low calorie snack, or was low in fat or sugar, but was designed to help consumers make a more informed choice.
It said the ad was of an adult nature and believed the concept of calories would hold little appeal for children.
The Advertising Standards Authority said the ad was not targeted directly at pre-school or primary school children and was unlikely to appeal to under-18s.
However, it said the 107 calories claim in the context of Father Christmas discussing having put on weight gave the misleading impression that a Kit Kat was low in energy.
It ruled that the ad must not appear again in its current form.
http://www.foodweek.com.au/main-features-page.aspx?ID=7573
SOURCE - Josie Clarke Foodweek Online 18 June 2010
Oh come on, we all know that advertising is all about selling more products not telling the truth. Who really believes that breakfast cereals can make you an iron man, stop the fuzzies at school and lose 2 dress sizes and what about the diet drink adds that promise fun and happiness in life. If we just understand that advertising is not the truth then we understand that Kit Kats will not make you slim. If they stop this advertisement about Kit Kats, then I believe they need to stop more for the excessive lying adverts on the TV, magazines, radio and papers!!!
The ad for Kit Kat showed Father Christmas walking into a house and complaining about becoming fat from eating too many mince pies. He then looked at a Kit Kat and said: "107 calories, just the ticket" as on-screen text stated: "May aid weight control within balanced, calorie controlled diet."
A viewer complained that the reference to 107 calories implied that Kit Kat was a healthy snack even though they believed the biscuit was high in fat and sugar.
Another objected that the campaign appeared to target children through the use of Father Christmas, in breach of advertising rules on foods with a high fat, sugar and salt content.
Nestle said the statement that the two-finger Kit Kat contained 107 calories was not a claim that it was a low calorie snack, or was low in fat or sugar, but was designed to help consumers make a more informed choice.
It said the ad was of an adult nature and believed the concept of calories would hold little appeal for children.
The Advertising Standards Authority said the ad was not targeted directly at pre-school or primary school children and was unlikely to appeal to under-18s.
However, it said the 107 calories claim in the context of Father Christmas discussing having put on weight gave the misleading impression that a Kit Kat was low in energy.
It ruled that the ad must not appear again in its current form.
http://www.foodweek.com.au/main-features-page.aspx?ID=7573
SOURCE - Josie Clarke Foodweek Online 18 June 2010
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