Carlsberg-Tetley is planning to become the first alcopop manufacturer to advertise its product on television, with plans for a campaign for its Lemonhead alcoholic lemon.
The company has handed its roster agency Saatchi & Saatchi the task of developing a television campaign for Lemonhead, using the catchline “gives good lemon”.
The agency has already submitted scripts to the Broadcast Advertising Clearance Council, although it is unsure whether the television ad will get clearance. If not, Saatchis will concentrate on a press, poster and cinema campaign.
Alcopops is a sensitive area following public outrage at the perceived targeting of children by manufacturers. BACC head of copy clearance Uisden MaClean says: “This is a sensitive area, as is all alcohol advertising on television. There are potential problems for alcopops bearing in mind the ITC code which bans advertising aimed at under-18s.”
The manufacturers recently changed the names of their brands from alcoholic lemonades to alcoholic lemon drinks after public pressure. The Portman Group, set up by the drinks industry to promote sensible drinking, is working on a code of practice for the advertising and promotion of alcopops.
Carlsberg-Tetley says Lemonhead will grow into a 15m brand this year. It was the third launch of an alcopop by a major manufacturer last year, preceded by Bass’ Hooper’s Hooch and Merrydown’s Two Dogs.