Global Brands has had a complaint against a limited-edition release from its Hooch RTD brand dismissed by the UK alcohol industry’s advertising watchdog.
The complaint against the Hooch Lemon 1995 Limited Edition Can (below) was self-referred by the brand owner after concerns were raised over similarities to a 1996 ruling, which had found fault with Hooch’s original cartoon lemon design. Portman Group’s Independent Complaints Panel (ICP) concluded subsequently that the updated anniversary packaging did not have “a particular appeal to under-18s” and was therefore not in breach of any rule.
The limited-edition can was designed to emulate Hooch’s original 1995 look, with updates made to the ‘Lemon Man’ mascot to reflect current standards. Global Brands argued that regulatory guidance and consumer attitudes had changed over the last 30 years, making the design acceptable today.
While the ICP noted the earlier ruling, it stressed that this had been made before the panel had been formally established. It also pointed to Hooch’s use of “mature” fonts, a limited colour palette and its nostalgic adult positioning as factors that reduced its appeal to children.
The ICP’s chari, Rachel Childs, described the case as being “unique”, adding: “After nearly 30 years of panel decisions, developed regulatory guidance and inevitable changes in consumer attitudes, as well as the changes that were made to the design of the product in question, it was determined that the packaging did not have a particular appeal to under-18s today.”
Earlier this year, Global Brands rolled out the lemon-flavoured RTD brand in draught format.
