Alcoholic Version of Solo to Undergo Rebranding
The beloved carbonated lemon-flavored soft drink, Solo, will be getting a makeover for its alcoholic version. This decision comes after concerns were raised by an industry regulator regarding the design, which was deemed to strongly appeal to minors.
Industry Regulator Raises Concerns
The Alcohol Beverages Advertising Code (ABAC) received 10 complaints from the public regarding the name and design of the alcoholic Solo. As a result, ABAC determined that the brand breached their responsible alcohol marketing code.
Solo Brand Considered Relatable to Minors
ABAC concluded that while the design of Hard Solo clearly identified it as an alcoholic beverage, the Solo brand itself, which is present in approximately 1.7 million households, was found to be familiar and relatable to minors. The panel’s chair, Professor Michael Lavarch, stated that using the Solo name and branding on Hard Solo would create an illusion for minors, making them believe it is a smooth transition from the non-alcoholic to alcoholic variant.
A First for ABAC
This decision by ABAC marks the first time they have dealt with a ready-to-drink product that borrows its brand name and core branding elements from an established soft drink. Previous packaging designs considered by ABAC typically emphasized the alcohol type or combined well-known alcohol brands with soft drinks like cola or ginger ale. In contrast, the packaging for Hard Solo relies heavily on the recognition of the Solo soft drink brand.
The producer of Hard Solo, Carlton United Breweries, expressed disappointment with the outcome but accepted the panel’s decision. They will halt further orders until a new compliant design is created. The rebranded version of the beverage will be known as Hard Rated.
ABAC, composed of public health experts, media/marketing experts, and a chair, aims to promote responsible alcohol packaging and marketing. However, it does not regulate physical alcoholic beverages or determine the market’s allowance of alcoholized soft drinks. Caterina Giorgi, CEO of the Foundation for Alcohol Research and Education, a not-for-profit organization dedicated to eliminating alcohol harm in Australia, criticized the industry-led scheme. She argued that the approval of Hard Solo by ABAC, which is run by alcohol companies and their lobbyists, followed by the subsequent reversal, demonstrates the lack of effectiveness in self-regulation.
“Today’s announcement just confirms the very obvious point that alcohol companies and lobbyists cannot be trusted to set their own rules about alcohol marketing,” Giorgi stated.
Photo: LadBible
