The original version of this article appeared in stablemate AdNews.
Billson’s has breached the Alcohol Beverages Advertising Code (ABAC) for packaging that appeals to minors. This is the second ping Billson’s has received for its alcohol packaging due to the similarity of colours and product names of soft drinks and confectionery typically consumed by minors.
ABAC looked at nine can designs and found three flavours to have strong appeal to minors, including tropical punch, grape bubblegum and rainbow sherbet.
This follows a previous breach that found four Billson's vodka cans, ‘Fruit Tangle’, ‘Fairy Floss’, ‘Creamy Soda’ and ‘Toffee Apple’ had strong or evident appeal to children.
The complaint submitted to ABAC said: "As a parent of children in this age demographic the flavours/colours and descriptions of cordials are the same as the vodka drinks as well as soft drinks for consumption.
"Flavours such as Fairy Floss, Grape Bubblegum, Rainbow Sherbet, Tropical Punch are drinks that are known to children."
While the packaging clearly states "vodka", the ABAC panel noted that the combination of the following features would strongly attract the attention of minors:
- Multiple bright colours in eye-catching designs;
- The descriptors "bubble gum" and "sherbet", are both confectionery items commonly consumed by children;
- The term ‘rainbow’ elevates the appeal of the rainbow sherbet product to minors;
- The use of the names "bubble gum" and "sherbet" would likely contribute to an illusion of a smooth transition to an alcohol product for a minor; and
- Taken as a whole, a reasonable person would conclude that the packaging has strong or evident appeal to minors.
As a result, the ABAC Panel found the packaging to breach part 3 of the ABAC code that marketing must not have strong or evident appeal to minors.
Billson's Beverages director Nathan Cowan told Food & Drink Business the company respected ABAC's decision and "the team are collaboratively working to redesign compliant packaging".
The ABAC report's conclusion and determination stated Billson's "has made clear its intention to utilise pre-vetting and undertake ABAC training courses going forward".
The ABAC warned in any instance where a product name has any degree of association with a well-known soft drink or confectionery there is a chance that it appeals to minors.
