Spar apologises to PJ Powers over alcohol ad

The ASA found liquor store Tops guilty of capitalising on PJ Power’s battle with alcohol for its own gain.

FIEL: The musician had filed a complaint with the ASA saying the campaign would damage her brand. Picture: pjpowers.co.za.

JOHANNESBURG - Supermarket chain Spar has publicly apologised to musician PJ Powers for the incorrect use of her name in its alcohol campaigns maintaining it was only a play on the word 'pyjamas'.

Last week the Advertising Standards Authority (ASA) found Spar's liquor store Tops guilty of capitalising on her long-standing battle with alcohol for its own gain.

Spar's advertising agency TBWA Hunt Lascaris maintains there's nothing wrong with using ordinary English words even if they have another meaning.

Spar's official apology has been published in several newspapers and starts with the supermarket chain conceding that PJ Powers never consented to being associated with its alcohol advertising.

Spar then commends the musician on her courage and the work that she does to create awareness around the dangers of alcohol.

The company goes on to point out that it's an active member of the Association for Responsible Alcohol Use which encourages and supports responsible drinking.

The musician had filed a complaint with the ASA saying the campaign would damage her brand.