An advert for vegan soup has been banned for being too ‘sexually suggestive’.
The billboard for organic soup brand Re:Nourish showed a thoroughly ripped man in the buff reclining on his side with a large bottle of orange soup superimposed over his nether regions.
The Advertising Standards Authority (ASA) also criticised the advert for ‘objectifying’ the gentleman pictured.
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Snapped in black and white, the model’s face is only partially visible and copy along the bottom of the advert reads: “RE:NOURISH. #NOTHINGTOHIDE. VEGAN, FRESH SOUP AND 100% RECYCLABLE.”
An investigation into the billboard was made after the ASA received a complaint.
The ASA said in a statement: “While we considered the pose was only mildly suggestive in nature, we noted that most of the man’s head was cropped out of the picture, which invited viewers to focus on his body.
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“We also considered the text ‘#nothingtohide’ was likely to be understood as a pun about nudity, which some might also consider sexually suggestive.
“Further, we considered that this line, in combination with the placement of the bottle over the man’s naked crotch, would be understood as a clear reference to male genitalia.
“Taking the image, the ‘#nothingtohide’ strapline and the placement of the bottle into account, we considered that the ad was likely to have the effect of objectifying the man by using his physical features to draw attention to an unrelated product.”
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UNILAD has approached Re:Nourish soup for comment.
Founded in 2019 by nurse-turned-nutritionist Nicci Clark, Re:Nourish soups prides itself on its ‘plant-based, vitamin-packed’ recipes and each soup is stored in a recyclable bottle that’s also microwavable.
Re:Nourish also notes on its website that the cast of Downton Abbey are apparently huge fans of its soup.
According to The Grocer, Re:Nourish said ‘billboard locations had been chosen in order to avoid causing offence based on local sensitivities’.
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A brand representative added that Re:Nourish did not consider the model’s nudity ‘gratuitous nor overly sexualised’.
They told the outlet: “[The brand is] disappointed by the findings of this ruling because we pride ourselves on making a positive difference to the nation’s health and acknowledge that healthy bodies come in all sizes.
“Our marketing, including the #nothingtohide campaign, reflects the bold, creative and confident culture of our brand, and is not designed to intentionally cause offence.”
In happier news for the brand, it last year secured a £2 million investment for global growth.
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Topics: Food and Drink
Aisha Nozari