Rosemary Water Case Study

Rosemary Water Case Study - May 2017

Copy Development is a premium service that provides advice and guidance to agencies and advertisers when they are developing their concepts, creative and claims.

The service can also be incredibly useful for agencies and advertisers who may find themselves stuck at the clearance stage of their ad. This case study is a great example of how we can help you work through a tricky problem even at the point of clearance. Specifically, the strict rules around nutrition and health claims.

The First Edit
No. 1 Rosemary Water is a sparkling water containing rosemary extract. Its creation was inspired by an Italian village where people eat an unusually large amount of rosemary and where a significant percentage of the population live beyond 100. Naturally then the makers of the drink wanted to market it on the basis that it could help people live longer. The first edit submitted to Clearcast showed an octogenarian woman taking a sip of the drink and then in close-up her face slowly morphs into that of a young woman. The caption at the end suggested that rosemary would help people avoid illness and live longer.

The Nutrition and Health Claim Regulations
The regulations state that only nutrition and health claims authorised by the European Food Safety Authority (EFSA) are permitted for use in advertising. This means that Clearcast cannot approve ads with any explicit or implicit health claims for foods if they have not already been approved by ESFA, even if an advertiser believes they have robust and convincing evidence to prove the claims. Therefore, because EFSA had not approved the claims made about rosemary in the edit we were not able to approve the ad. This meant that that at the very least the captions would need to be changed but could potentially mean that the visuals themselves were problematic, because when used in conjunction with the health claim in the caption they seemed to imply that the drink might make you look younger or feel more youthful.

The Copy Development Meeting
Seb Lynch, our Copy Development Manager met with the agency and the client to discuss the product, the campaign and the regulations in more detail. The aim of the meeting was to agree on a new caption which would work alongside the visuals but would no longer imply a health benefit. It would then be for the rest of the Clearcast staff to determine whether this change resulted in an acceptable ad. Seb advised that it would be best to focus on the features of the product that were unrelated to health. The taste is probably the most important feature of any food or drink so he suggested ‘A taste that never gets old’. This linked neatly with the visuals but didn’t imply a health benefit.

A Tag Line to Remember
Two amended scripts were submitted for clearance, one said ‘Delicious never gets old’ and the other said ‘A drink to remember’. Both were approved and the client opted to use the latter line in the final edit, which also happened to be the line used on the bottle itself. In the context of the new caption, the copy clearance group interpreted the new edit as a way of representing the ethos of the brand rather than an implied claim that the product might help you look or feel younger. So the client got to use the ad they had filmed with a relevant and compelling tag line.

The Testimonial
“As Creative Director for No.1 Rosemary Water, I went along to the meeting with Seb and his team at Clearcast and took with me David Spencer-Percival, founder and CEO of the brand. Up to that point we'd submitted a few variations on the wording at the end of the film but it wasn't until the face to face that we fully understood the issue and were then able, along with Seb's help to resolve the matter swiftly. The session was very collaborative and friendly and David and I actually enjoyed ourselves. I'd recommend this service to anyone facing similar issues with bringing their message / film within guidelines.”
- Simon Brotherson.

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