THE New Zealand makers of a sparkling riesling have been ordered to can their “bottled happiness” advertising slogan after a complaint that alcohol is actually a depressant.
New Zealand’s Advertising Standards Authority (ASA) on Wednesday ruled the advertisements for Ritzling wine breached social responsibility codes.
Ritzling had advertised on its website and Facebook page the phrase “bottled happiness”, which sparked the complaint from an R. Williams.
Alcohol was a depressant and Ritzling “cannot and could not create happiness for the drinker,” they said.
The euphoric feeling of “happiness” from alcohol was associated with the early effects of intoxication and therefore, the product was “promoting an unrealistic outcome and encouraging immoderate consumption”.
Ritzling’s advertiser Archer McRae Beverages responded, saying it used the word happiness in the same way Coca-Cola did in its “open happiness” campaign.
Happiness did not refer to intoxication, but it did want its marketing to elicit a positive psychological response from consumers.
But the ASA ruled “bottled happiness” implied the wine would create a desired change in mood, which didn’t reach high standards of social responsibility.