Company: Inter Continental Brands
Breach: No
Final Decision: 24 September 1996

Considered under the 1st Edition of the Code

Complaint Summary

“The name of this product, when considered in conjunction with the light bulb shape of its container, creates a clear association with dangerous imagery and behaviour since it implies an electric shock. The container is also designed as the sort of gimmick which will predominantly appeal to under 18s rather than adults. A dominant theme of the drink’s packaging is the high alcoholic content, highlighting the fact that the bottle contains ‘strong cider’ with an alcoholic strength of 8.4% ABV.”


Alcohol Concern; Member of the public, Cardiff


The company said that the product has significant distribution with major retailers who have never expressed any concerns.

It was not considered that the gimmick clearly represented dangerous imagery nor that it would appeal predominantly to under 18s.


Action by Company

None required.