A AmBev, que informou que tomaria "medidas cabíveis" contra a campanha da Kaiser (Femsa) que divulga teste cego de cervejas, fez uma denúncia contra a concorrente no Conar (Conselho de Autorregulamentação Publicitária). A AmBev questiona a veracidade das informações divulgadas em comercial comparativo entre marcas, criado pela Fischer+Fala!. O Conar agora vai avaliar a denúncia para, posteriormente, estudar a abertura de um processo ético.Caso a denúncia seja acatada, não será a primeira briga entre Femsa e AmBev.
Em 2006, a AmBev acionou a concorrente na Justiça e conseguiu tirar do ar a campanha "Desafio Kaiser", criada na época pela Fischer América. A campanha também exibia teste cego, realizado pelo Ibope e auditado pela BDO Trevisan. No teste a Kaiser dizia que o sabor da sua marca superou o das demais. Para a AmBev, como a Kaiser não identificava as marcas que participaram da prova, tornava-se uma ação abusiva e enganosa.
Procurado pelo propmark, a grupo Schincariol, cuja marca Nova Schin também é citada no comercial da Kaiser, disse que no momento não vai se pronunciar sobre o caso. As marcas da AmBev identificadas no filme são Antarctica, Skol e Brahma.
Por meio da assessoria de imprensa, a Femsa diz desconhecer, até o momento, qualquer medida tomada pelo concorrente em âmbito judicial ou no Conar.
Fonte: Propmark
Fonte: Propmark
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