A slew of Cactus Jack’s schnapps products have been adjudged by The Portman Group’s Independent Complaints Panel (ICP) to have appeal to under-18s.
The ruling follows a complaint by a member of the public, said to be concerned about the “cactus cartoon character and sweet flavours” of Cactus Jack’s. The complainant was also worried the brand’s Red Cherry Rebel product suggested it was “cool to be badly behaved”.
The ICP investigated and found a total of seven Cactus Jack’s products to be in breach of The Portman Group’s Code of Practice.
Although “cartoon imagery, bright colours and sweet flavours” were not “inherently problematic” when considered in isolation, the overall impression conveyed by “the cartoon-like cactus… thick bold keylines, bright contrasting colours and sweet flavours” would appeal to under-18s, The Portman Group said.
Meanwhile, the language used on pack – including phrases such as “turn it up… anything goes from here”, “just add mates, music and a little chaos”, and “turn unplanned moments into legend” gave the impression of “glorifying chaotic and unconstrained behaviour”. Linking such behaviour with alcohol was in breach of the Code as it was likely to encourage irresponsible consumption, the panel ruled.
The line “turn unplanned moments into legend” also suggested alcohol was “the catalyst for the success of the social occasion” and was therefore deemed to be a further breach of the Code.
Finally, the phrase “shoot it straight” was also deemed problematic as it encouraged “a style of consumption rather than communicating a serve measurement”. The Code states a drink must not urge a consumer to “‘down’ a product in one”.
The name Red Cherry Rebel was not considered to be a breach of Code rules dictating a drink should not suggest any association with antisocial or illegal behaviour, however.
“The use of language was especially important to consider in this case,” said Rachel Childs, chair of The Portman Group’s Independent Complaints Panel. “Producers must exercise caution when using words or phrases that could, individually or in combination, encourage irresponsible consumption, down-in-one consumption or suggest a change in mood or behaviour.
“In addition, the overall impression of the design, the anthropomorphised cactus and sweet flavours created a particular appeal to under-18s.”
A spokesperson from Cactus Jack’s owner Fortitude Spirits said: “Although disappointed, we are committed to complying with The Portman Group Code and will be working with The Portman Group’s advisory team to amend the design whilst retaining the essence of the Cactus Jack character.”
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