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Drinks group's cheeky campaign

Carlsberg spoofs beach body adverts

Beach body advertsCarlsberg has cheekily spoofed the controversial weight loss adverts “Are you beach body ready?” which were banned this week following a consumer backlash.

The drinks group has placed three poster adverts on the London Underground showing a bottle wearing the bottom half of a bikini alongside the question: “Are you beer body ready?”

The company told trade magazine The Grocer: “We’re not bothered about beer drinkers being beach body ready. It’s not about the way you look, or having probably the best body this summer, it’s about enjoying a Carlberg.”

The original campaign by Protein World, depicting a slim woman in a bikini, prompted more than 67,000 people to sign a website petition. The Advertising Standards Authority banned the advert for its weight loss claims.

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