Kronenbourg campaign rapped for using “Too Drunk to F*c*” song

on 04/07/11 at 11:56 am

Industry

A Kronenbourg 1664 ad featuring a song, “Too Drunk to F*c*”, about the effect of excessive drinking has been slammed for encouraging irresponsible behaviour.

Banner ads on Spotify directed consumers to a playlist of “slowed down” covers of what were originally fast tempo songs.

A complaint was made about one song featured, a cover of the Dead Kennedy’s punk classic by Nouvelle Vague, that featured lyrics about drinking heavily.

The beer brand has launched several ads featuring pop and rock stars playing slower versions of their own hits. Recent spots featured Madness and Lemmy (pictured).

Alcohol industry body The Portman Group ruled that the song’s title and lyrics meant Kronenbourg ran the risk of being associated with excessive drinking, despite the brand not “setting out to promote irresponsible drinking”.

Kronenbourg 1664 has removed the song from the playlist. It has also changed the processes it uses to green light use of songs.

SOURCE: Marketing Week

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