Pink Elephant escapes flashback links
Pink Elephant wine will keep its unusual name and has avoided a costly rebranding exercise after an Independent Complaints Panel decided it was not borne from the slang term for acid hallucinations.
The Surrey-based drinks producer, 10 International, would have had been forced to rename its wine if the panel had ruled it contravened the Portman Group’s Code of Practice.
The code specifically bans any association between alcohol and illegal drugs or immoderate consumption.
David Poley, chief executive of the Portman Group, said: “Our code stops producers associating their drinks with illegal drugs or immoderate consumption. The Independent Complaints Panel accepted some people may link pink elephants with hallucinations but considered that this connection was not widely known or obvious.
“The Panel is satisfied that the company has not played on this association on the packaging or in the wider promotion of the brand.”
Announcing its verdict, the Portman Group urged all drinks producers to consult its free code advice service before developing marketing initiatives in the future.
In June, the group launched new marketing rules to prevent the promotion of “slammers” or “shooters” as part of its intention to head off more restrictive government legislation and to demonstrate the drinks industry can act responsibly.
The move comes as the government launched its biggest single advertising push aimed at tackling problem drinking. The Department of Health has a £10 million budget to spend on ant-drink campaigns.
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