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Linking Alcohol with Sex Led to Banning Mallaskoski Brewery's Campaign


A controversial marketing campaign linking drinking of alcohol and sex was forbidden in Finland. The Finnish authorities banned Finnish craft brewery and beverage manufacturer Mallaskoski and a condom distributor RFSU of Finland from continuing their marketing campaign. The campaign for more responsible sex linked together alcohol and sexual behavior as the parties distributed condoms for free together with a purchase of an alcoholic beverage.

Helsinki, Finland, August 13, 2008 --(PR.com)-- A controversial marketing campaign linking drinking of alcohol with sex forbidden in Finland.

The Finnish authorities lead by the Ministry of the Social Affairs and Health of Finland forbid Finnish beverage manufacturer Mallaskoski and condom distributor RFSU of Finland from continuing their marketing campaign. The campaign openly linked together alcohol and sexual behavior as the companies distributed condoms as free giveaways together with a purchase of an alcoholic beverage. The campaign for more responsible sex while under the influence of alcohol ended when the Product Agency of Finland ruled the campaign as being against the law. The decision was based on the official view of the Agency that alcohol and sex are not essentially related to each other and therefore Mallaskoski was accused of promoting an alcoholic drink in an inappropriate manner.

According to the recent studies, however, alcohol is found to play significant role in leading couples to initiate their very first sexual encounter. Sex apparently even drives young people to drink more. (Source: BMC, Public Health, UK)

“The public loved our campaign and fully accepted it. Encouraged by all this positive feedback we decided to make an official complaint”, comments Markus Lyyra of Mallaskoski Brewery his company’s decision to challenge the authorities by taking the case into the Market Court.

Gin long drink is very popular alcoholic beverage in Finland. Originally invented for the Helsinki 1952 Olympic Games, long drink has since become the most loved summer drink. Condoms were attached to the Mallaskoski long drink cans by putting them into the bottom of the can and covering them with a plastic sticker seal stating “Enjoy with Protection!”

The original press release of the campaign is available at www.pr.com/press-release/93172 and the “Play it Safe” campaign video is found at www.youtube.com/watch?v=7pK7AYQc-GE. Additional campaign material is also to be found at www.mallaskoski.fi/longdrink.

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Contact Information
Mallaskoski Brewery Ltd.
Markus Lyyra
+358400210169
Contact
mallaskoski.fi

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