Wrigley’s TV ad angers banana industry
A television commercial promoting Wrigley’s Extra chewing gum is at the centre of outrage from Australia’s banana industry because of the ad’s depiction of the fruit as causing tooth decay.
Horticulture Australia has lodged a compliant with the Advertising Standards Bureau to either have the ad withdrawn or amended.
The industry body said the TV ad painted bananas under a negative light, likening it to other food products such as doughnuts.
David Chenu, Horticulture Australia domestic marketing manager, said: “Bananas are one of the healthiest fresh food products available. The current Wrigley’s commercial suggests that the foods it depicts in its commercial – a banana is one and a donut another – are the cause of plaque which then leads to tooth decay.
Never though of it like that when viewing the spot- but think its a pretty fair call.
Banana chewing gum. Problem solved.
Were they happy with the aids council of NSW’s depiction of banana’s? http://www.acondom.org/
Nice extra bit of promotion worked into Pemberton’s response.
I was wondering if there was going to be any reaction re the inclusion of the banana – it did strike me as odd.
Are bananas really that sensitive, or did they just see this as a free PR opportunity?
Well the banana industry was clearly ripe for a fight after the previous junk food issue (the Mars Bar ‘incident’).
This peeling from the industry group will certainly give Wrigley’s something to chew on …
They were bananas to include it….
Ripestuff – bravo
I am disgusted at the depiction of bananas as unhealthy. ANY food causes tooth decay if you DO NOT brush your teeth 3 times a day…did they research this…and were the test subjects people who they are sure brushed their teeth 3 times a day? Besides wasn’t their research recently that some types of artificial sweetner causes some types of cancer…Get with it….I have allergic reactions to artificial sweetner and have NEVER bought Wrigleys chewing gum ever since so THERE! I totally support Australian Banana’s call to NOT run this information or advertisement coz it’s full on B/S!
Nice PR leverage, if anyone picks up the story.
Ripestuff … good to see your education bore fruit!
Awww I love the Wrigley’s banana! He’s so cute and sneaky, like a little Nani Ninja. Tooth decay or otherwise, bananas hardly make for the most pleasant breath either, so I’m leaning towards the Oversensitive Basket at the moment.
Meanwhile, am I the only one unimpressed by Solo’s most recent can-crushing ad in which “Hip Looking Dude” kicks a can, misses the bin, then just leaves it there? Say what? Someone get Ian Kiernan on the line!
From a purely ‘communications’ point of view the banana was quite distracting.
Consumers don’t see random foods. They see bad stuff (Doughnuts, coffee etc) that Extra can clean up.
Then they see a banana – natures wonder food. It’s confusing!
The banana trips me up every time.
I instantly side against anyone in communications who uses the acronym “TVC”.
Funny that … I’m the same with “SHG”.