Sample Gallery of Responsible Alcohol Ads
These ads were chosen because they were seen in Ontario, had minimal potential for negative impact, and adheres to the Alcohol and Gaming Commission of Ontario (AGCO) Liquor Advertising Guidelines [PDF].
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Name: Ingredients
Product Company: Bacardi
Description: This billboard poster (Summer 2006) promoting Bacardi rum illustrates responsible content, as it does not use tactics that attract youth to advertisements – such as humour or animal characters.
Tagline: Ingredients: Single Barrels. Patience. Single Barrel Aged Rum.
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Click on image to enlarge
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Name: European Quality
Product Company: Heineken
Description: This bus shelter ad (seen Summer 2006) by Heineken is an example of responsible messaging. It appeals to older audiences through commenting on the quality of their beer. The ad does not associate beer with lifestyle situations that can promote a lifestyle of frequent alcohol use.
Tagline: European for "superior quality"
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Click on image to enlarge
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