Global Brands is to update the name and packaging of its VK Squashka RTDs, after the products were adjudged to have particular appeal to under-18s.
The Portman Group said its Independent Complaints Panel (ICP) had investigated and found four breaches of its Code of Practice, after a complaint from a member of the public.
The complainant said the 7% abv RTDs, which are packaged in 500ml Tetra Pak cartons, could appeal to children due to the “childlike flavours, colourful packaging in a carton synonymous with children’s drinks” and the use of the word ‘squash “in the title of an alcoholic drink”.
The ICP said that while the 500ml Tetra Pak was “not a conventional container for alcohol” this was not enough alone to create appeal to under-18s. However, producers needed to take care when using packaging also used for soft drinks to ensure “the presentation of the packaging did not particularly resonate with under-18s”, it said.
It acknowledged Global Brand’s response that the name was intended to convey a cocktail serve consisting of vodka and squash mixed together.
However, as children had a “predisposition to enjoy simple, sweet flavours”, a product making a link with squash had an “elevated risk” to appealing to this demographic. Considering the name, “sweet, simple flavour, contrasting colours and thick black keyline” the overall impression created appeal to under-18s, it ruled.
For these same reasons, the products also failed to make clear their alcoholic nature, resulting in a further breach of the Portman Group’s Code of Practice, the ICP said.
In another Code breach, the line ‘Flavour Sorted. Party Started’ found on the top of the packaging implied that “the presence of alcohol had acted as a catalyst to the success and enjoyment of the party”, according to the ICP. This suggested consumption of the drink could lead to social success or popularity in a way that inadvertently breached the Code, it said.
Finally, the line ‘Drink. Dance. Recycle. Repeat’ was interpreted as an incitation for consumers to drink more than one VK Squashka in a single setting. This would represent seven units of alcohol and was therefore an encouragement of immoderate consumption that breached Code rules that products must not encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.
“The VK Squashka cases provide an interesting and balanced precedent for the industry,” said ICP chair Rachel Childs. “Innovation in product packaging alone is unlikely to breach the Code, but producers must be mindful how such creativity may enhance the appeal of a product to under-18s when combined with other factors such as a name, soft drink crossover, colours and artwork.”
Matt Bulcroft, marketing director at Global Brands, said the supplier had agreed to work with the Portman Group to update the packaging of VK Squashka to meet Code standards.
“We welcome the opportunity to work alongside Portman Group to uphold high standards across the industry and support responsible marketing,” he said. “Our move into Tetra Pak was driven by evolving consumer demand for more convenient and environmentally-conscious formats. However, we recognise the importance of considering broader perceptions when introducing a new packaging format within the category.”
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