MARITIME BEER BACKS OFF AD BATTLE
By Adnews Staff
Two more cable stations have pulled the Maritime Beer Company's TV ad for its Frosted Frog beer, and the brewer has decided not to fight the decision. The two cable stations are in Nova Scotia and Prince Edward Island. Last week, Fundy Cable of Saint John, New Brunswick pulled the ad from the air because the Advertising Standards Council did not approve the ad. The organization said that the character's name on the beer label would appeal to kids. The character's name is Buzz. At the time, Maritime president Harold MacKay said that the council hadn't received any complaints about the ad, and that the company would not promote its product to a market that cannot even purchase it. "It is my intention to vigorously fight what I consider to be unwarranted interference in the operation of our company," he said last week. This week, MacKay says the company has decided not to appeal the decision for three reasons. Firstly, the appeal process probably wouldn't be completed in time to have any impact on the high volume December business. It would also cost Maritime a lot of money because an appeal team would have to be flown to Toronto for the hearing. In addition, the appeal procedure and outcome are confidential. "Frankly, we don't understand and don't agree with the confidentiality requirement of the appeal process." Frosted Frog is the Maritime Beer Company's first lager. It was launched late last month. The company also has five ales on the market. Digital Storm Communications of Halifax created the ads for Frosted Frog, while Time & Space Media of Halifax handled the media portion of the campaign.