Carlton Draught offers women the night off from doing their partners’ ironing
A promotion on behalf of Carlton Draught is offering drinkers’ wives and girlfriends a night off from ironing if they buy a schooner of beer.
The “Laundry Nights” promo sees Carlton Draught promo girls iron shirts for drinkers.
An email promotion sent out on behalf of the Imperial Hotel pub in Paddington, Sydney stated “Give the wife, girlfriend or partner a rest tomorrow night, because the Carlton Draught girls will be in to do your laundry (well your ironing anyway).” The pub says it did not intend the promotion – which began there last night – to be sexist.
While the ad for the promotion above was prepared by the individual pub, it was based on a template provided by the brand. The Carlton Draught promo is due to take place widely over the next six weeks.
A source who was at The Imperial Hotel in Paddington yesterday told Mumbrella the staff were “the usual kind of promo girls”.
Carlton is brewed by CUB. A total of 11 promo agencies are on CUB’s roster and it is unclear which are involved in this promotion. Carlton’s creative agency Clemenger BBDO Melbourne said it was not involved.
A spokesman for Paddington Pub Precinct, which represents the Imperial and eight other hotels in Paddington, told Mumbrella: “This is part of a CUB promotion that Paddington Pub Precinct has embraced to re-engage people with our heritage pubs. It’s about getting people back into the pub. Our intention was not to be sexist, and we’ll be looking in to this.”
A spokesman for CUB told Mumbrella: “As part of getting people back into pubs we’re trialling a promo which offers people the opportunity to ‘get your shirt ironed for free’. We’ve provided participating pubs with a lock up of some creative which can be used by them to encourage people to take part. We’ve seen the ways some of the venues promoted this on Facebook we reckon their words could have better reflected the fact that we all hate ironing.”
The Ad Standards Board’s rules on portrayal of women state: “Advertising or Marketing Communications shall not portray people or depict material in a way which discriminates against or vilifies a person or section of the community on account of race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political belief.
“Advertising or marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people.”