FDBusiness.com

‘Our goal is global pussyfication’: Bransonbacked energy drink earns ASA rap

 Breaking News
  • Lactalis Expands in Infant Nutrition With €740 Million Acquisition Lactalis Group, the international dairy group based in Laval, France, is acquiring the Nutritional business of Aspen Pharmacare for €739.8 million (R12.9 billion). The business being acquired supplies a wide range of infant nutritional and growing-up milk products across both the premium and value segments. It manufactures and markets well established quality brands, including S-26, [...]...
  • Thatchers Cider to Invest £14 Million in New Cider Mill Thatchers Cider, the family owned English cider producer, is to invest £14 million in a new cider mill at its Myrtle Farm site in Somerset to meet growing demand for its products. The company has applied for planning permission and, if granted, the new mill would come on stream in 2019. “This investment is about our [...]...
  • Coca-Cola Great Britain Teams Up With Premier League Premier League and Coca-Cola Great Britain have announced a new three-and-a-half-year partnership, starting in January 2019. It is the first sponsorship Coca-Cola Great Britain will activate across multiple brands within its portfolio, showcasing a range of drinks including sparkling soft drinks, water and fruit-based drinks, with low and no-sugar options. The partnership will see Coca-Cola work [...]...
  • Barry Callebaut Completes $30 Million Capacity Expansion in North America Barry Callebaut, the world’s leading manufacturer of high-quality chocolate and cocoa products, has announced the completion of several expansion investments in three of its North American facilities located in St Hyacinthe, Quebec; Chatham, Ontario; and St Albans, Vermont. The investments amount to close to US$30 million and are in line with previously announced plans. Recent investments [...]...
  • Strong First Half From Hilton Food Group Hilton Food Group, the UK-based leading specialist international food packing business, has reported a 25.0% increase in turnover to £863.6 million and by 24.5% on a constant currency basis for the 28 weeks to 15 July 2018. Volumes increased by 12.7% reflecting growth in the UK, Ireland and Australia. Operating profit for the first half [...]...

‘Our goal is global pussyfication’: Bransonbacked energy drink earns ASA rap

April 24
10:55 2013

The UK Advertising Standards Agency (ASA) has upheld 156 consumer complaints relating to an energy drink called ‘Pussy Natural Energy’, but the brand insists protestors simply twisted the meaning of an innocent word.

The ASA’s council upheld complaints relating to four out of six issues, relating to posters and a website promoting the edgy energy drink — which claims to be backed by tycoon Richard’s Branson’s offspring Holly and Sam, check out the YouTube video below – that has retail distribution through Selfridges, Tesco and Ocado.

One poster advertizing ‘Pussy Natural Energy’ appeared in various locations across the UK stated ‘pussy’ in large, bold text in the center of the advertisement, with smaller text below stating: ‘The drink’s pure, it’s your mind that’s the problem’.

‘We aim to bring Pussy within everyone’s reach’

The ASA also investigated claims on PussyDrinks.com stating ‘The Drink’s Pure: It’s your mind that’s the problem. 100% natural energy’, while smaller text at the bottom of the home page said, alongside a call for interested distributors:

“Our goal is global pussyfication, and we aim to bring Pussy within everyone’s reach.”

A Pussy Natural Energy spokeswoman told BeverageDaily.com this morning that no-one was available to comment on the ASA ruling.

Complainants alleged, inter alia, that the advertisement was (1) offensive due to its implied sexual reference (2) derogatory, sexist and degrading to women (3) that the first poster offended religious beliefs since it was placed near a church (4) the posters were unsuitable to be seen by children.

Pussy Drinks said it was ironic complaints had been made, since their drinks were pure, and their adverts pointed out that it was the mind of the viewer that was the problem.

The Oxford English Dictionary definition of a ‘cat, particularly a kitten’ was correct, the brand said, and their brand reflected feline attributes since it was beautiful, cool, natural, had attitude.

Until the OED changed its definition, Pussy Drinks insisted on its right to advertize its product, and problems had  only been caused by complainants (to the ASA) twisting an innocent word.

Oddball Egyptian reference

Puusy Drinks also said it was surprised religious people had complained about the advert, since in the ASA’s words, “they tended to occupy an idyllic place away from the crassness that sadly existed in mainstream society”.

The company also questioned which religion would be specifically offended by Pussy, since the ancient Egyptians used to worship cats; they added that children understood ‘pussy’ as referring to an animal, and thus the word was inoffensive.

Noting the common slang use of ‘pussy’, and the brand’s reference to the word’s dual “impure or problematic” meaning, the ASA council agreed that the advert could cause offence, but that it was not derogatory to women in the absence of a specific reference thereto.

And while very young children were unlikely to be aware of the colloquial meaning of ‘pussy’, the ASA said older kids would understand it, while the mention of one mind being “the problem” reinforcing their impression that it was intended as an offensive or sexually explicit reference.

CORRECTION, 25/4/13: Yesterday, we mistakenly attributed some comments above – relating to religious people and ancient Egyptians and their worship of cats – to advertising firm JC Decaux. The company informs us that these comments were, in fact, made by Pussy Drinks, but said the ASA ruling published yesterday was unclear in this respect.

 

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 15, 2018iba
  • September 25, 2018PPMA Show 2018
  • September 27, 2018Int'l Fruit Show (eurofruit)
  • September 30, 2018Trade Fair for Butchers, Caterers and Meat Industry (Meat Expo)
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements