A Nestlé outdoor advertisement for KitKat has been cleared after consumers raised concerns over allegedly sexual connotations of a phrase used in the campaign.
The ad, part of KitKat’s recent ‘Rawdog Your Commute’ campaign, features a QR code linking to the brand’s ‘Phone Break’ game alongside the wording “No phone. Just break. Can you rawdog your commute?” It follows the viral ‘rawdogging’ trend, challenging Aussies to see how long they can go without touching their phone during their daily commute.
Complaints were then submitted to the Ad Standards Community Panel that the term ‘rawdog’ implies sexual connotations, which is inappropriate to use in such public circumstances where people of all ages are exposed to it.
Nestlé responded that the phrase in question has long gained mainstream popularity as a reference to times when people do not use their phones for distraction or entertainment. The advertiser said the ad’s meaning was clear and used no sexual content, imagery, or offensive language.
As part of its assessment, the panel found that the ad did not breach the Australian Association of National Advertisers (AANA) code of ethics, determining that the language used was not inappropriate or obscene.
“Words and phrases which are innocuous and in widespread and common use in the Australian vernacular are permitted provided they are used in a manner consistent with their colloquial usage,” the practice note states.
While the panel acknowledged that ‘rawdogging’ historically had another meaning that some people may still associate the term with, it pointed to its more popular use as a reference to enduring something difficult or boring without distraction.
“Advertising that uses sexualised double entendre will often be seen to not breach the code when there is a non-sexualised interpretation which would be understood by children viewing the advertisement,” according to the note.
Dictionary definitions have been updated to reflect the term’s more contemporary meaning, the panel added, and therefore considered the KitKat ad to have used the phrase in its modern context, where any sexual interpretation of the word should be unintended.
Nestlé also clarified the ad’s intent and context in its response, stating that all visuals and mechanics consistently supported the campaign’s key message.
“In summary, the campaign uses a contemporary cultural reference to reinforce KitKat’s enduring message about taking a break,” the advertiser concluded.
“We respectfully submit that the advertisement does not breach the AANA code of ethics.”
