Cactus Jack’s found to appeal to under-18s
The Portman Group’s Independent Complaints Panel (ICP) has upheld a complaint against Cactus Jack’s, with a member of the public alleging that the product names and designs appeal to under-18s.
Cactus Jack’s produces a range of alcoholic schnapps, with the complaint made against seven of its flavours: Red Cherry Rebel, Cola Kick, Electric Blue Raspberry, Fruit Salad Frenzy, Twisted Strawberry and Lime, Wicked Green Apple and Peach Pucker.
A member of the public expressed concern about the product names, cartoon character and sweet flavours, all of which could have a particular appeal to under-18s.
The complainant was also concerned that the Red Cherry Rebel product suggested that “it’s cool to be badly behaved”, however the ICP did not uphold this complaint.
However, the ICP ruled that all seven products were in breach of the code.
A spokesperson from Fortitude Spirits, which produces Cactus Jack’s, said: “Although disappointed, we are committed to complying with the Portman Group Code and will be working with the Portman Group advisory team to amend the design while retaining the essence of the Cactus Jack character.”
Fortitude Spirits unveiled a new look for Cactus Jack’s to mark the schnapps brand’s 20th anniversary last year.
The complaint in detail
The ICP ruled that the overall impression conveyed by Cactus Jack’s packaging – with “exaggerated features, thick bold keylines, bright contrasting colours and sweet flavours” – all combined in a way which meant the products did have a particular appeal to under-18s.
In terms of language, the ICP considered several tag lines: ‘Turn it up…anything goes from here’; ‘Just add mates, music and a little chaos’; and ‘Turn unplanned moments into legend’.
The panel concluded that all three taglines insinuated “something unexpected, disordered and unrestricted” would happen after consuming, and that there was a “clear inference” that alcohol would play a key part in creating a ‘legendary’ evening. As such, the wording was found to encourage irresponsible consumption and insinuate that alcohol consumption can lead to social success, going against code rules.
Each product also featured the line ‘shoot it straight’, which was found to be in breach of Code rule 2.3(g), which states that a drink “should not urge the consumer to ‘down’ a product in one”.
Chair of the ICP Rachel Childs said: “The use of language was especially important to consider in this case. Producers must exercise caution when using words or phrases that could, individually or in combination, encourage irresponsible consumption, down-in-one consumption or suggest a change in mood or behaviour.
“In addition, the overall impression of the design, the anthropomorphised cactus and sweet flavours created a particular appeal to under-18s.
“I would always encourage producers to contact the Portman Group’s advisory service and consult the detailed online guidance when making changes to product packaging.”
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