MARITIME BEER ADS PULLED FROM TV
By Adnews Staff
The Maritime Beer Company of Halifax found itself in hot water this week after its TV ads for its new beer, Frosted Frog, was pulled by Fundy Cable of Saint John, New Brunswick. Maritime says the Advertising Standards Council would not approve the ads because the name of the character on the beer label is Buzz. The council felt this would appeal to kids. The ads had been airing on Fundy's TV listing channel since Nov. 23. Maritime president Harold MacKay says in a release that to his knowledge the ad hasn't received any complaints to the cable company or the Advertising Standards Council. "The problem with this type of regulatory approval process is that it is very subjective," he says. "Some bureaucrat sitting at a desk somewhere in Upper Canada has decided that our advertisements might offend the sensitivities of Maritimers and has chosen to reject them." "They seem to believe Buzz would appeal to kids," he adds. "I'm not sure what the rules are in Ontario, but in the Maritimes the age of majority is 19 and kids cannot purchase beer. We have no interest in promoting our product to a market that cannot legally purchase it. Frosted Frog is a part of the lighter side of the beer industry, a tongue in cheek approach that does not take itself too seriously." MacKay says the company is reviewing its legal options with respect to the council's decision not to approve the ads. "It is my intention to vigorously fight what I consider to be unwarranted interference in the operation of our company." Frosted Frog is the Maritime Beer Company's first lager. It also has five ales on the market. Digital Storm Communications of Halifax created the campaign for Frosted Frog, while Time & Space Media of Halifax handled the media portion of the campaign.