Diageo in trouble over ad for Parrot Bay frozen cocktails

Who’s hysterical? Because a single viewer had complained, the UK’s Advertising Standards Authority (ASA) banned Diageo’s TV commercial for Parrot Bay frozen cocktails on 15 October 2014. The reason given? It’s “strongly likely” to appeal to children. The TV ad, which showed a colourful animated parrot squawking while being frozen, must not be broadcast again in its current form.

Based on its Parrot Bay rum brand, Diageo’s Parrot Bay line of frozen beverage pouches was launched in the UK in 2013. At 4.7 percent ABV, the cocktails come in 250 ml pouches. These you put into your freezer overnight before squeezing the content into a glass to serve.

Sounds like fun, doesn’t it. But like all fun alcoholic drinks, it runs the risk of falling foul with the anti-alcohol crusaders.

Why the AS decided to ban the commercial on the basis of a single complaint we shall never know. However, Diageo decided to appeal against the ban, arguing that the parrot, which is based on the brand’s logo, had appeared in similar ads that had not been subject to any complaints.

Diageo also said it had commissioned consumer research, which showed 82 percent of respondents did not find the ad to be childish.

It is now awaiting the decision of the independent review process.