The Advertising Standards Authority (ASA) has uphelp MTN's complaint against the Nando’s Y’ello Hummer advertising campaign.
Nando’s, famous for pushing the envelope, had to eat humble chicken pie and concede to defeat when the ASA declared that their mimicking of the MTN “Y’ello Summer” advertising campaign was in fact foul play.
The ASA ruled against Nando’s in favour of MTN, concluding that the adverts breached Section 9 of the ASA Code of Advertising practice (imitation). Nando’s were ordered to withdraw the advertising material with immediate effect, deadlines permitting, and were also prohibited from using the offending advertising material in the future.
MTN spokesperson Ntombi Mhangwani, senior manager: public relations and internal communications, says: We are very pleased with the ASA ruling. We invest huge amounts of money annually on the MTN brand image as well as our 'Y’ello Summer' campaign and feel that we have built up the MTN and “Y’ello Summer” association over the years. We cannot therefore allow them to be diluted in any way.”
MTN’s “Y’ello Summer” campaign for 2007 is currently underway and has proved to be one of the most successful to date.
“Y’ello Summer” 2007 features elements like the Rock, Shop and Recover consumer competition that gives all members of the public an equal chance to win an all expenses paid trip to Paris, Milan and Monaco, The MTN sponsored ODIs (One Day Internationals) against New Zealand and the West Indies and the free, live Kwaito music concerts.