Cassper Nyovest’s Don Billiato Ad Hits a Sour Note with ARB

Cassper Nyovest’s Don Billiato Ad Hits a Sour Note with ARB

 

Cassper Nyovest’s alcohol brand, Don Billiato, has struck a wrong chord with the Advertising Regulatory Board (ARB). The board has ordered the withdrawal of the brand’s TV and social media ad, citing breaches raised by the Drinks Federation of SA (DFSA).

 

The ad, featuring Cassper Nyovest and other celebrities, including Somizi Mhlongo and Pantsula Ngemvelo, showcases a luxurious lifestyle and wealth, which the ARB deemed to be glamorizing drinking. While the respondent argued that similar taglines are used by other alcohol brands, the ARB maintained that the ad implies that drinking Don Billiato will lead to social success and wealth.

 

The ruling also highlighted the ad’s potential appeal to minors, who may idolize the celebrity endorsements. However, the ARB did not find the attire in the ad to be inappropriate or sexually lewd.

 

This decision may have implications for the alcohol industry and celebrity endorsements. Cassper Nyovest will need to revise the ad to meet the ARB’s requirements, potentially changing the tune of his marketing strategy.”