ASCC REJECTS TREE BEER AD
By Adnews Staff
For the second year in a row, an industry body has banned advertising creative from microbrewery TREE Brewing Company of Kelowna, British Columbia. Last year, the company's "Finding the G-Spot" advertisement was banned by both the British Columbia and Alberta Liquor Control Boards. This year the Advertising Standards Council of Canada has rejected the brewery's latest television commercial, which shows a liquor store robbery. According to the ASCC, it rejected the commercial because it "showed compulsive behavior and exaggerated the importance of the product." The commercial, shot at TREE Brewing's brewery, depicts a burglar breaking into a liquor store and searching for TREE Beer. It ends with the slogan "TREE Beer-Worth Searching For". TREE Brewing president Geoff Twyman has decided to launch the ad on the company's website at <http://www.treebeer.com>. "The ad is really quite innocent and comical and we think people should be allowed to see it. Besides, this new way of launching a commercial fits nicely with the renegade spirit of our company," Twyman said. To support the Internet launch of the commercial, point of purchase materials, such as beer coasters directing people to the website, are being used. In addition, a toned-down version of the commercial is being prepared to air on television. TREE Brewing Company makes a line of premium, all-natural ales and lagers.