Complaints against the use of cartoon characters on the packaging of both Wolfie’s Whisky and Brewdog’s Wingman beer have not been upheld by the alcohol industry’s Independent Complaints Panel.
In respect of Wolfie’s, the blended whisky brand launched last year in partnership with music industry veteran Rod Stewart, a member of the public had raised concerns that the packaging contained a cartoon-like character which could have particular appeal to children under Code rule 3.2(h).
It was also suggested that text on the packaging – describing the liquid as a ‘rascal of a thing’ – could encourage bravado under Code rule 3.2(b) and irresponsible consumption under Code rule 3.2(f).
After consideration under these three Code rules, the complaints against Wolfie’s packaging were not upheld by the panel.
Discussing the term ‘rascal’, the panel noted that it was a ‘light-hearted term’ used to refer to cheekiness, as opposed to being synonymous with illegal behaviour or criminal activity. The Panel further considered the line in the context of the rest of the packaging, which includes a prominent illustration of a cartoon wolf smiling and winking ‘in a friendly albeit cheeky way’, and this contributed to the impression that ‘rascal’ referred to mischievous characteristics, rather than creating an association with bravado.
Regarding that wolf character, the panel noted that the illustration was reminiscent of pre-1970s cartoons, and that the wolf also wore a top hat with a playing card in the brim, which could be understood as a reference to adult card games or rock and roll culture, creating further separation from contemporary children’s cartoons.
Co-founder of Wolfie’s Whisky, Duncan Frew, said: “We’ve taken great care while building every element of the Wolfie’s Whisky brand over the last two years. Having worked closely with the Portman Group to ensure our marketing and branding is on the right side of the Group’s guidelines, we are pleased with the outcome of this situation.”
A similar public complaint against BrewDog’s ‘Wingman’ beer – that the prominent cartoon of an anthropomorphised bird on the can might appeal to under-18s – was also not upheld by the panel.
While agreeing that anthropomorphised animals could have a particular appeal to under-18s, the panel noted that the character in this case had a ‘stern, unfriendly expression’ that contrasted with the cheery animal characters which usually appear in children’s media.
The panel also noted that the character design was complex, with the bird dressed as a military pilot, including elements such as facial tattoos which made the character appear more adult in nature.
With that in mind, it ruled that, while the design might have a level of appeal to children, it did not constitute a particular appeal to under-18s, and therefore did not uphold the complaint under Code rule 3.2(h).
Chair of the Independent Complaints Panel, Rachel Childs, commented: “It’s vitally important under the Code that producers ensure their products do not have particular appeal to under-18s.”
