Ask the Collective

What branding, naming and labeling risks should you watch out for when developing a new drinks product?

Product naming and branding can trigger regulatory and reputational problems if not carefully reviewed. Members shared several cautionary examples: - **Problematic terminology**: Words like "spiked" carry concerning connotations (association with drink-spiking/date rape) and should be avoided or replaced. - **Cartoon characters and milk claims**: The Portman Group will scrutinize products using milk in the name or cartoon fonts on the label, particularly if the combination could appeal to under-18s. - **Unintended double meanings**: The KILIRA case—a Bacardi cream liqueur that could be read as "Kill-IRA"—nearly launched before someone caught the problematic association. Bright orange liquid and a July 12th launch date (significant in Northern Ireland) compounded the issue. Members emphasized the importance of catching these before test launch. - **Implicit negative associations**: Avoid names that conjure unwanted imagery (e.g., "Dirty Banana") or cultural references that could alienate audiences. **Caveats**: These issues typically surface during internal review or through the Portman Group's code compliance process. It's worth stress-testing brand names and label designs with a diverse group before committing to production, particularly if launching in the UK or Ireland where regulatory scrutiny is high.