UK: Portman Group finds against Diageo "mix it up" tagline
Diageo has already changed the design of the "mix it up tonight" display
Diageo has fallen foul of responsible marketing watchdog The Portman Group in the UK over a counter-top display unit.
Drinks industry-funded Portman said earlier today that its Independent Complaints Panel found in favour of a complaint against a display created by Diageo that featured the phrase “mix it up tonight”. The complainant had argued that the unit's location and “colourful design” could “encourage irresponsible, impulse purchases, and appeal to under-18s”.
Diageo had already redesigned the display minus the phrase prior to the complaint being made.
“Although the producer explained that (the phrase) was a reference to the mixed drinks which could be made with the individual products, the panel concluded that the message could encourage consumers to drink several bottles in one sitting,” said the watchdog.
The complaint regarding the appeal of the display to under-18s was not upheld.
Last month, Diageo was on the wrong end of a ruling by the Advertising Standards Authority in the UK over a Facebook ad for its Captain Morgan rum brand.
To read the full text of today's decision, click here.
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