‘Wholly and Unquestionably Inappropriate’ Spiced Rum Gift Pack Discontinued for Including Sex Toy and Kama Sutra
(Photo: Pirate’s Grog Rum)
Regulators upheld a complaint against Pirate’s Grog Love Potion No. 9 Spiced Rum and gift pack. The gift pack contained a bottle of rum along with a copy of the Kama Sutra and a vibrating ring. Two codes were cited by the Independent Complaints Panel (ICP), one deals with associating alcohol with sexual activity and sexual success. The other code relates to suggesting the product could change mood or behavior.
Identity Drinks registered the complaint against the gift set which read, “This can’t be allowed? Sex Toys with alcohol.” Identity Drinks’ portfolio includes spirits such as Plantation Rum, Dos Hombres Mezcal and Boxer Gin.
During the preliminary review, the panel decided to rule on the Pirate’s Grog Love Potion No. 9 Spiced Rum packaging and the gift pack separately.
The brand attempted to argue that “Love Potion No. 9” is a reference to a famous 1950s song and that discerning adults wouldn’t immediately connect the phrase and sex. However, the panel noted that while the love potion phrase didn’t create an association with sex, the back of the label did.
The label read, “Love Potion No.9 entice your pirate lover with shimmering lust dust” and “a proven aphrodisiac… let the fireworks begin!”
As a result, the panel determined the packaging to be in breach of Code Rule 3.2(d). In addition, the packaging violated Code Rule 3.2(j) because the phrase suggests the drink could change mood or behavior.
The rum producer argued that wild cherries were considered to be an aphrodisiac and that it was not against guidelines to describe the ingredients in a drink. The panel conceded that when referring to a specific ingredient in the alcoholic beverage it was acceptable. However, by stating its aphrodisiac effect, it implied that the drink could increase sexual desire.
Chair of the Independent Complaints Panel Rachel Childs said, “It is absolutely vital that producers take into account the Code and ensure alcohol products don’t create any implication that they will assist consumers in sexual success. I would encourage any producers who may be unsure to contact our free and confidential Advisory Service.”
The gift pack’s association with sex was quite a bit less debatable since the Kama Sutra is well-known instruction manual for sexual positions. Despite being evaluated separately, the gift pack was also found to be in breach of both codes.
“It is wholly and unquestionably inappropriate for an alcohol product to come packaged with a copy of the Kama Sutra and a sex toy, which the Panel unanimously agreed creates a clear association with sexual success and activity,” said Childs.
The company agreed to change the name and packaging of its spiced rum following the ICP’s review.
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