Une claque à ceux qui font la loi

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  • So are you congratulating those who have managed to by-pass the law by saying “Grand Bravo! Mais j’aimerai qu’on applaudit spécialement l’équipe qui l’a conçu.” ?

  • Sun

    I really dont find this advert disturbing.

    One, i agree that phoenix beer is the best. 😛

    Two, The time at which the advert is broadcasted is reasonable.

    Three, Its located at the beach. Totally legal.

    Four, The medals are true. Medals should be used as marketing power. Keeping them in the ‘vitrines’ would be stupid.

    maybe five, its just beer.. not Whisky or some other things..

    certainly six, i dont drink alcohol(evryday). 😛

    Rock ON!!

  • Yes Roushdat, I am congratulating them!
    Did you see that advert?
    If yes, did you ever imagine this way of promoting their beer, legally?

    As far as I know, they haven’t done anything wrong, as from the perspective of law.

  • Mike

    About the advert on TV, have you noticed that the audio about the medals could be mistaken? The first time I heard it I thought that he said that the medals were for his dog : mo li chien : in fact he is saying “moricien”… ah well, it was funny at the time.

  • Yashvin t’a été plus rapide que moi sur ce coup. Je voulais parler de cette campagne depuis au moins une semaine mais grippe A oblige, je me suis dis je garde cela à plus tard. C’est un cas d’étude très intéressant.

    Moi meme dans le cadre de mon métier je me suis penché sur cette question pour d’autres boissons alcoolisées. Il y a plusieurs façons où on peut contourné un peu cette loi. Mais en terme de pub ton exemple est la meilleure mais très peu de marques et d’autres boissons pourront faire la même chose pour 2 raisons:

    – Premièrement cette campagne a été possible par ce que cette bière a gagné une médaille au niveau mondiale. Ils ont donc sauté sur une occasion qui ne se présentera qu’à tres peu de leur concurrent pour ne pas dire aucun.

    – Deuxièmement cette bière est un symbole national à Maurice, tout le monde associe son producteur à la marque et avant que la loi contre la pu soit effective ils ont fait une magnifique campagne nous pays nous la biere qui a marqué les esprits et cette nouvelle campagne reprend certains codes utilisés dans la précédente campagne. Voici le clip: http://www.youtube.com/watch?v=tWV4OQ7IKA0

  • @Ludovic : hehe, j’avais meme ecrit sur ce clip 😛
    Le voici : http://www.yashvinblogs.com/nou-pays-nou-la-biere/

  • @Yashvin Ce clip est une vraie oeuvre d’art… Mo vibrer kan mo guette ca lol… capave mo p gagne tremblement tellement mo p atane mo first beer of the week end… Lol

  • @Ludovic : hey wi… un vrai produit 100% mauricien!

    en passant, zotte cpv laisse zotte comments lo seki zotte penser on the advert, because people from that advertising company (Circus) read this blog 😛
    Just got some nice compliments a few minutes ago lol! Thanks to all!

  • @Ludovic : Ofet, j’ai oublié de te dire quelquechose…
    Un ptit conseil, si je peux me le permettre :
    Il ne faut pas toujours etre “collé” sur l’actualité du jour… car très souvent, les visiteurs cherchent quelque chose de nouveau, pas forcement les articles qu’ils ont lu à maintes reprises sur tous les blogs.

    Bonne nuit à tous!
    Vive nou la bière Ph*enix, hic!

  • @Yashvin oui oui tu as raison mais c’est plus fort que moi, un reflexe c’ex-journaliste lol… Mais j’essaye de prendre des angles différents. Mais je suis d’accord avec toi

  • Yudz

    if you see it well, its not an advert on alcohol. but on phoenix bewerages ltd ..the Company!

  • @Yudz : We all know what the advert is about (even indirectly)

  • Isabelle

    Super bien ecrit cet article. I was surprised when i saw this the forst time. I like analysing creativity in ads i would say congrats to the whole team this is just too good. Nou pays nou medaille 🙂 we all know that nous pays nous la bierre. Keep it up 🙂

  • Arvi

    Hi Yashvin,

    Really nice article and reflection you have made.
    There are some points,i’d like so share:
    1 The ad is fantastic,beautifully made….Congrats to the concept…
    Am sure it required loads of reserach,law,lawyers and hard work…
    2 There is a law in Mauritius:Nobody can do advertising for alcoholic drink…
    – Has this company gone against the law?
    -Who will take action, on what grounds coz at the end of the day,
    we are not foolish….DIRECT OR INDIRECT:Its advertising for beer, an
    alcoholic dirnk
    3 There is law is law and l’esprit de la loi….
    The law was introduced, coz want it or not, Mauritius is becoming ene lantonoire,
    partout passer tou p boire,sou,gagne peur pou marcher a soir,soular partou,
    dans school, universities boys and ESPECIALLY GIRLS and WOMEN p boire….
    Who would like to live in such societies….
    4 More importantly,the ad is being promoted by a well-known sport figure,
    ene fierte nationale, the athlete….
    5 Should I feel proud of the beer or the athlete who i think should be instead
    encouging teenagers to do sports and not feel proud of beer…

    All i can say to poeple reading this,those who designed the concept,
    :Its an ambiguous issue and the only thing that will differentiate
    all is:YOUR MORALE,ETHICS and values about this itchy topic….

    The debate is on…for ene mari claque ca……..

  • @Arvi : Nice comment from your point of view.
    But, as far as the advert is concerned, it is NOT an advert for any alcoholic drinks.
    The whole concept lies in the interpretation of the advert,
    People might think what they wish, that’s up to them, isn’t it?

  • Moi mo trouve “ad” la interessant et cool, ek li represente la culture mauricien en quelque sorte(buckland, la mer, soleil, marsan sorbet, etc.). li pareil couman ancien reklam “nou pays, nou la bierre” http://www.yashvinblogs.com/nou-pays-nou-la-biere/

    P.S: Mo pa boire la bier mem ca

  • according to me, its the best Mauritian advert ever created. From a commercial point of view, it associates the beer with the core culture of Mauritius. Which is indeed really good marketing.

    From a creative point of view, the usage of different aspects of Mauritian lifestyle and language and how the different elements fit together is really amazing.


    But from an ethical point of view (im sure most of u wont like this, but i like to see things from various angles) its sad how some brands so easily manipulate our minds to make us love em. And that is all the power of advertising. AND thats why i love it!! Coca cola turned a green Santa Clause RED!! Cmon thats genius! 😛

  • Bhooks

    Stella Artois 😉

  • ReenaDKL

    First using an athlete to promote beer is total BS according to me. As for the law, am sure if another production house gad done it they would have been harassed by ‘Media watch’ or the government.

    In Mauritius, some people get more privilege than others even if they are breaking the law….

  • Bhooks

    @ReenaDKL Whats BullShit about Buckland doing an ad for Mauritius Brewries? He was only talking about the medals.

    Autually my first glimpse of that ad was on a BillBoard. And I said to myself. He is too old to win any more medals now, So they are thanking him for the medals he got in his career so far. Thanks You Stephane.

    1 beer a day keeps the doctor away. 😉

  • ReenaDKL

    @ Bhooks:

    That’s your point of view. I have given mine..that’s all…

    I think we are still free to do that non?

  • Bhooks

    Thats one of the reasons why a Beer is Much better than a Woman 😉

  • ReenaDKL

    @ Bhooks

    Lol! Or maybe that’s because of this thought that women prefer women to men (lesbians fr example…)


  • Arvi

    Hi again,

    I’ll do it simple….
    Just imagine :
    1 u’re businessman, selling “A” good….
    2 I live in a country where i cannot do advertising to sell good A
    3 Now, intelligent as i am, i succeed to create an ad…
    -Astere dire moi zotte mem, ki imbecile compagnie ki p vende,
    good A, pou fer advertising dans vide….
    -who’ll spend so much money on advertising if not to promote your good…

    4 i agree it is so well done, the concept,the team…
    They took theme our Mauritius,our culture, beer-drinknig culture…
    Nice way pou contourne la loi.

    5 All this are mere marketing tools and they’re doing it well…

    Do think about all this…
    U turn 360 degree and you’ll get so many opinions….

  • @Arvi :
    I quote :
    “U turn 360 degree and you’ll get so many opinions….”

    Euh, perhaps I am wrong, but wouldn’t I return to my initial position? *silly*

  • Bhooks

    I dont know about you but i can assure you that the vast majority of women are straight.

    Thinking of it… I’ll bring the beer and you bring the other women.

  • Bernardo

    Can i get a Guiness ™ please?

  • ReenaDKL

    @ Bhooks

    I wonder if any woman would be willing to join you…. 🙂

  • pfft, 1 publicitE lor labierre.. c pas grave! lsbierre c pas lalcol sa, its just an efficient way to get people to consume liquid.

  • Or maybe that’s because of this thought that women prefer women to men (lesbians fr example…)

    or a sign that no man give a shit about em and they try to hide behind the fact that they are lesbians :p.

    in mauritius i have seen so many cases of pseudo lesbianism.. where the only reasons to look lesbian were to hide behind it.

  • Sun

    if there’s nothing wrong with the advert(clearly) why do you say its a ‘claque a ceux qui font la loi’ ?


  • @Sun : lol. no comments.

  • Sun

    @yashvin, lol.. then maybe the article title should be something like ‘Congrats for the great advert!’


  • Reema

    I would be very pleased to join you:)

  • Bhooks

    To all beer lovers..



  • Bhooks

    Bernardo.. You’ve been to Lambic yesterday. How was it?

  • ReenaDKL


    Or maybe this is how men prefer to think for they cannot tolerate the thought of being replaced by a woman…Anyway, it’s not the topic here…so let it be.

  • Bernardo


    I was so happy to find some well known foreign beer. I took a few which i drank a couple of times out of Mauritius.
    Might sound like free advertising but it is true that the place had a nice setting and atmosphere. The salespersons were also friendly. The restaurant looked nice too.
    I paid ~ Rs 320 for 6 foreign beers. 1 (pint) of Foreign Guiness, 1 (pint) of Kilkenny, 2 Fosters, 2 St Louis Lambic.

    Don’t get me wrong i still think that “Our national beer” CANNOT be surpassed by any lager foreign beer IMHO but its good to have choice and a taste of something different.


    Your phrase “Claque à la loi” is an overkill. It is true that “The one who should not be advertised” found a way to cleverly pass a message to the public but then again they did not show any “brand name” nor any “golden liquid”. Now i must say i only saw the billboard.
    We need to know from a lawyer if their advert is illegal. As for “Stephen Buckland”, i don’t believe he should be ashamed or anything. “Responsible drinking” is still OK by most people’s standards

  • Mike

    @Bhooks: I can vouch for lambic.mu it is the beer place, try the Belgian special beers and you will probably forget the local ones!

  • bailleurk

    drink beer, save water. Thanks pointing us to ‘lambic’!!

  • Bhooks


    1. You can enjoy a BEER all month.
    2. BEER stains wash out.
    3. You don’t have to wine and dine a BEER.
    4. Your BEER will always wait patiently for you in the car.
    5. When BEER goes flat you toss it out.
    6. BEER is never late.
    7. HANGOVERS go away.
    8. A BEER doesn’t get jealous when you grab another BEER.
    9. BEER labels come off without a fight.
    10. When you go to a bar, you know you can always pick up a BEER.
    11. BEER never has a headache.
    12. After you have a BEER, the bottle is still worth a dime.
    13. A BEER won’t get upset if you come home with BEER on your breath.
    14. If you pour a BEER right, you will always get good head.
    15. You can have more than one BEER a night and not feel guilty.
    16. A BEER ALWAYS goes down easy.
    17. You can share a BEER with your friends.
    18. You always know that you are the first one to pop a BEER.
    19. A BEER is always wet.
    20. BEER doesn’t demand equality.

  • ReenaDKL

    @ Bhooks

    Well, I hope you are happily married to your beer bottle 🙂

  • Bhooks


    21. In case you need a recap. Please start again at Point 1 above.;)

  • Bhooks
  • ReenaDKL

    @ Bhooks

    No I don’t need a recap 🙂 Just wanted to say that…am addicted to Coca Cola…so in a way I do understand guys and their beer…

  • Sagitarius

    Women and beer can both get bitter , but who would live in a world without women or beer .

    Lesbians are as straight as heteros . It’s the male gays who need to be sent to another planet . Fortunately ,most women are blind enough to find attractive .

    The law on alcohol is a stupid one . It should not be illegal for a guy feeling hot and dry to have an odd can of beer at any time . Alcoholic drinks should be taxed on their alcohol percentage .
    At , say ,Rs4 per degree per liter ,a bottle of rum would sell at Rs200 ,which would deter most soular . [ My monthly beer budget would increase by less than Rs50! Good ! ]

    [Smoking should be banned completely . For those who won’t comply , try what a lot of Mauritian think is THE cure for most crimes :
    Met-La-Lwa-Pendi ]

    Dapre la lwa aktyel si kikenn fini bat so rom li anvi fim enn sigaret , pou li respece la lwa bizin li mont lor dal !

    WARNING : Sa pli danzere ki sigaret for your health !

  • Sagitarius

    bizin aret okip pc ek tv an mem tan !
    pli laho lir :
    Fortunately , most women are blind enough to find men attractive .

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