Unicorn Tears Gin Liqueur rapped for appealing to kids

Online retailer Firebox has been instructed to amend the labelling of its Unicorn Tears gin liqueurs range after the Portman Group found the packaging could appeal to under-18s.

The Portman Group ruled Unicorn Tears Gin Liqueur could appeal to children due to its design

The Portman Group’s Independent Complaints Panel has upheld complaints about three Firebox products – Unicorn Tears Gin Liqueur, Unicorn Tears Raspberry Gin Liqueur and Unicorn Tears Raspberry Gin Liqueur Miniature.

Regarding Unicorn Tears Gin Liqueur, a member of the public complained that the illustration of the unicorn on the bottle would appeal to children.

The panel noted that the picture had the appearance of a child’s drawing and could work as a logo on a child’s toy, in a colouring book or on an item of children’s clothing. As such, the complaint was upheld for having a particular appeal to under-18s.

Secondly, the Portman Group filed a complaint against Unicorn Tears Raspberry Gin Liqueur, arguing the use of a unicorn appealed to under-18s – and that the cartoon-like unicorn on a pink background would have particular appeal to young girls.

Furthermore, the panel also deemed the use of Candurin – which gives the liqueur a sparkly appearance – could appeal to young girls.

However, the panel did not believe the line ‘swirl to unleash their magical powers’ on the back of the label was suggestive of the liqueur giving the drinker ‘magic powers’, but was a reference to the shimmer of the liquid when swirled.

Similar complaints were put forward by the Wine & Spirit Trade Association (WSTA) regarding the Unicorn Tears Raspberry Gin Liqueur Miniature. The WSTA also voiced concerns that the bottle size and shape was similar to a nail varnish bottle, and that combined with the cartoon unicorn design and the “sparkly baby pink colour of the liquid” would appeal to children.

Due to a combination of the unicorn logo, “childlike” typeface, sparkly pink liquid and “cosmetic-like” appearance, the panel ruled that the product could appeal to under-18s.

A spokesperson for the Portman Group said: “These decisions by the Independent Complaints Panel highlight once again that producers should steer away from using imagery in marketing and labelling that could be seen in children’s books or toys or clothing.

“They should think carefully about what is conveyed by the overall impression of the product and speak to our advisory service if in any doubt.”

Firebox has agreed to work with the advisory service at the Portman Group to amend the labels on the three products.

Firebox first launched Unicorn Tears Gin Liqueur in 2015 and gave the brand an updated look and altered the recipe the following year.

Kristian Bromley, managing director of Firebox, said: “Although we are disappointed with the Portman Group decision, it is also perfect timing as we are changing the direction of our Unicorn Tears Gin and Mythical Spirits range.

“We are more than happy to work with the Portman Group on the relaunch. Unicorn Tears Gin will be relaunching in the summer of 2019 with a fresh new look and refined recipe.”

Last month, a complaint that two other Firebox products – Pixie Tears Gin and Flamingo Tears Gin – could appeal to children was not upheld by the Portman Group.