Absolut comes a cropper over promo fears for teenyboppers
Pernod Ricard, supplier of vodka brand Absolut, is the latest group to be accused of irresponsible marketing of products, through shows involving young acts like the Jonas Brothers. The company itself rejects the claims.
Similar concerns have also been raised though regarding the reported decision by the US National Basketball Association (NBA) to consider allowing spirits promotions at its matches after an 18-year ban.
Global crackdowns
Amidst wider global crackdowns on alcohol promotion, distillers, brewers and other drink makers in Scotland announced just last week that they would be amending their own sponsorship and ad practices relating to sports teams and major events.
The guidelines call for companies not too back teams, brands or even celebrities that are thought to appeal to consumers below 18 years of age, according to the Scottish government.
However, the battle between the drinks industry and watchdogs and other organisations of their practices continues to rage on.
Grammy concerns
In the latest development this week, a US-based advocacy group, the Center for Science in the Public Interest (CSPI), has attacked Pernod Ricard over allegations it had shown ‘bad judgement’ and ‘greed’ in its latest advertising campaign.
The group said it was dismayed that the company and broadcaster CBS had agreed to air the debut of a new prime time ad for Absolut vodka during the televised Grammy show on Sunday.
It objections centred around the fact that 16 year-old Miley Cyrus and other acts under the legal drinking age like 19 year-old Taylor Swift performed as part of the show that the adverts accompanied.
“Considering the magnitude of alcohol problems among young people, we need less advertising of all alcoholic beverages, not more,” stated the CSPI.
Pernod response
Jack Shea, vice president for communications at Pernod Ricard-USA, hit back at the criticisms, claiming them to be ‘unfounded’ and ‘inaccurate’ in regards to the company’s policy on not advertising during shows geared at a younger audience.
“All of our advertising must meet the strict requirements of both our internal marketing code and the Distilled Spirits Council of the US marketing code,” he stated. “The Grammys’ viewership was well over the 70 per cent adult demographic required by the code.”
