FDBusiness.com

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

 Breaking News
  • Campbell Soup Company CEO Retires US food group Campbell Soup Company has announced that Denise Morrison, President and Chief Executive Officer, has chosen to retire with immediate effect. Keith McLoughlin, a Campbell Board member since 2016, has been named interim CEO and will also remain a member of the Board to facilitate an orderly transition in management while recently elevated [...]...
  • Valio Establishes New Business Units in China Valio, the Finnish dairy co-operative, is stepping up its activities in China with the opening of a new head office in Shanghai. The newly established head office will focus on serving the Chinese market. Besides the Ingredient business units, Valio China has also established the new business units of Retail and Food Service. According to Euromonitor [...]...
  • Nestlé Launches Global Initiative to Help Children Lead Healthier Lives Nestlé has announced its global ‘Nestlé for Healthier Kids’ initiative. The program includes the further development of healthier products and advice for families on nutrition and exercise. It aims at helping 50 million children lead healthier lives by 2030. Since its foundation, Nestlé has been committed to helping parents and caregivers provide the right nutrition to their children. [...]...
  • Dunnes Stores Simply Better Collection Recognised at International Excellence Awards Dunnes Stores’ Simply Better Collection will be presented with five prestigious accolades at the Private Label Manufacturers Association (PLMA’s) 2018 International Salute To Excellence Awards, taking place later this month in Amsterdam. This is the third year in a row that the Dunnes Stores Simply Better Collection has been recognised for excellence at the PLMAs, last year [...]...
  • CHEP Enables Highland Spring Group to Achieve Substantial Environmental Savings Highland Spring Group, the UK’s largest supplier and producer of natural source bottled water, is enjoying significant environmental savings thanks to the use of CHEP’s pooled pallets within its supply chain. Last year, the owner of brands such as Highland Spring, Speyside Glenlivet and Hydr8, signed a three-year contract renewal with CHEP, the supply chain [...]...

‘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

  • May 21, 2018London Int'l Wine Fair
  • May 22, 2018European Coffee Expo
  • June 1, 2018Gluten Free Expo Slovakia
  • June 3, 2018Vinoble
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements