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Diageo's Goldschlager ad in Maxim magazine, 2003

to the Alcohol Advertising Reform Initiative (AARI) of Syracuse, New York for initiating a successful campaign to end Diageo’s “Be Careful” ad campaign for Goldschlager Cinnamon Schnapps. Reacting to questionable billboard ads in the community, AARI coordinator Robert Pezzolesi registered a formal complaint with the Distilled Spirits Council of the U.S. (DISCUS), which later ruled that the campaign should be withdrawn.