A complaint in the UK against Moët Hennessy’s Glenmorangie brand has been dismissed by the country’s alcohol advertising watchdog.
The single malt scotch whisky’s A Tale of Ice Cream iteration, which debuted in the UK in September, was the subject of an objection from a member of the public that the product had a particular appeal to under-18s. The Portman Group’s Independent Complaints Panel, however, deemed that the alcoholic nature of the drink was communicated on its packaging with “absolute clarity”.
“There is clear precedent that ice cream can have a broad appeal to all age groups,” said panel chair Rachel Childs. “In this case, the panel was satisfied that the product packaging was targeted at adults and did not include bright contrasting primary colours, cartoon imagery or thick keylines which may have particular appeal to under-18s.”
Earlier this month, the panel upheld a complaint against South Korea’s HiteJinro after recent promotional activity for the soju brand was found to “suggest an association with sexual activity and social success”.
As part of Glenmorangie’s latest marketing push, Moët Hennessy drafted in US actor Harrison Ford as the face of a global activation for the brand.
