In its defence, Yoplait argued that the Frubes brand had been advertised on TV for a number of years, with various creative treatments that included the strapline, 'Rip their heads off and suck their guts out'. The ad – which had been cleared by Clearcast, the body that vets TV ads before they air – was challenged by nine viewers, who complained to the Advertising Standards Authority (ASA) that the ad, and particularly the phrase, 'Rip their heads off and suck their guts out', was inappropriate for children. Rip their heads off and suck their guts out.'

The end frame of the ad featured the sergeant major standing beside a pack of Frubes saying, 'Frubes. The sergeant major initiated the following singing exchanges with the soldiers: 'We are Frubes and we are proud, rip our heads off, sing it loud!', and 'suck our guts out'. It featured the inside of a fridge, with the cartoon Frubes characters marching in unison behind their leader, who appeared in the character of an army sergeant major. The TV ad, which aired in March, was created by Publicis Conseil.

Rip and tear your guts