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News
Kray twins pump clip breaks marketing rules
Dark Conspiracy beer has breached alcohol responsibility rules for featuring East End gangsters, the Kray twins, on its pump clips.
A member of the public submitted the complaint about Dark Conspiracy which is brewed by Ramsgate Brewery.
The producer explained that the image – originating from a David Bailey photograph – had been chosen to reflect the style and origin of the beer and was meant to illustrate the name of the product by conjuring up thoughts of the famous conspiracy between gangsters, the press and politicians.
The Independent Complaints Panel (ICP) concluded that there were more appropriate images that could be used to illustrate the conspiracy connection.
Furthermore, the panel felt that the Kray twins were linked with violence and aggression and were still relevant and contemporary figures. The fact that the company had used the image suggested that the company still thought they were relevant.
Henry Ashworth, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “There is a tough self-regulatory Code in the UK which stops alcohol being marketed through association with violent or aggressive behaviour. Original and innovative marketing is a world-class British export and should not be stifled by regulation, but the alcohol industry must show, through a strict set of regulations, that it can market its products responsibly. Producers must exercise careful judgement in this area.”
Ramsgate Brewery cooperated swiftly with the ruling and agreed to cease the use of the image on the pump clips with immediate effect.
too true
maybe other up todate names might pop to mind following phone hacking!!
The Krays cleaned up London when England was England. Nowadays we don’t even have our own identity. The Krays represent more than just gangsters. So I would argue that in the minds of all walks of English life, they are very contemporary. I’m glad they removed it from the pumps though, because it is disrespectful.
Hmmm…
While I can appreciate the wry, self-deprecating humour in the juxtaposition of such a visual and the ame of the product, I do understand the imprative against certain types of marketing.
Some years back, I took offence from an advert for an automatic knife, aied at “collectors” and depicting some truly despicable ruffians taken from American cinema. The entire creative, both prose and visal, left me uneasy as it seemed to glorify some truly ugly characters in order to make a sale.
This was in an era ere “jailing” and the rest of the current cycle of solidariity with low-lifes both in media and on the streets. Ugly and stupid are now considered to be cool over here.
However, being a Yank in a land in which all’s permissible save for shouting “Fire!” in a crowded movie house, there was nothing I could do.
I applaud British sensibilities.
Russ Bixby, geek of the pains
P.S. I have actually shouted “Movie!” in a crowded firehouse.
Yep, you would be the Russ. If you see this, can you contact me–mycomputers are dying and you are their only hope.
Deena
same email as always.