Dutch Slurping Coffee Ad Raises Eyebrows
date: 10-August-2004
source : WTOPNEWS.COM
country: NETHERLANDS
keyword: COCAINE
AMSTERDAM, Netherlands (AP) - The Netherlands is famed for its tolerant attitude toward drugs, but some Dutch say a commercial for a new iced cappuccino drink glorifies cocaine use and has gone too far.
The commercial features three young women in bikinis gathered around a silver tray, with straws in their hands. They slurp up small, thin "lines" of the drink from the tray, and are then shown with expressions of ecstasy spreading across their faces.
The drink, called "Caffiato," targets young adults with the slogan "Caffiato: Too Cool for You?"
The campaign also features a web site with an interactive map with the addresses of all the Caffiato "dealers" in the Netherlands.
A spokeswoman for the Dutch Reclame Code Commissie, which enforces standards in commercials, said there have been numerous complaints filed about the commercial.
A hearing has been scheduled for Aug. 17 to hear arguments for and against withdrawing it, with a decision to follow in two weeks, Anne de Gelder said.
Douwe Egberts, the company which makes Caffiato, said the reference to cocaine was intentional, but "done with a wink."
"We're of the opinion that this campaign does not cross the border of what's permissible," company spokeswoman Viola Peulen said. "What we're trying to do is show how tasty it is. It's a playful link, and it's not our intention to hurt anybody with it."
She added that the commercial had been favorably received in pre-screenings with test groups of young adults.
Marijuana is technically illegal in the Netherlands, but people are not prosecuted for possession of small amounts and it is sold in specially designated coffee shops. Cocaine and ecstasy are illegal.
Drug usage rates are lower in the Netherlands than in many Western countries, including the United States.
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