Lion Brewery have scrapped its advertising campaign featuring Lance Armstrong
The brewing giants brought Lance Armstrong to New Zealand last year to film a marketing campaign with the working title of 'The Consequence'
Lion confirmed yesterday that 'The Consequence' had been scrapped. "Earlier this year we decided not to proceed with using Lance Armstrong in a Steinlager Pure advertising campaign," Genevieve O'Halloran, Lion's external relations manager said.
"We had originally considered using Armstrong to tell a cautionary tale about how much you stand to lose when you don't keep it pure. That said, we listened carefully to what people had to say, and decided not to use him in any capacity."
"We chose to focus our investment instead on the hugely successful Steinlager Tokyo Dry campaign."
Lion would not talk about the financial cost of the axed campaign.
A spokeswoman said at the time last year: "We are using Lance to tell a cautionary tale called 'The Consequence' which depicts how much you stand to lose when you pursue success at all costs. We want to highlight that actions have consequences and we couldn't think of anyone better to demonstrate that."
Several hundred cyclists turned up for a public cycle along the Auckland waterfront with Armstrong while he was in New Zealand.
Veteran Labour MP Trevor Mallard who announced he would boycott Lion products, and supporters of greater punishments for drugs cheats also criticised the campaign.
The campaign was also described as a "very strange move" from world renowned marketing experts,