Part of Campari's campaign in Oz for Skyy Vodka is to offer lip gloss as a promotional tool. But the make-up product does not appeal to young people, the alcohol industry's advertising complaints panel has determined. Um, really?
A research center at Curtin University complained about the promotion, which offered a free Napoleon Perdis lip gloss with each bottle of Skyy Vodka bought from Thirsty Camel Bottleshops, arguing it was a clear attempt to appeal to young women and encourage under-age drinking.
But the panel that administers the Alcoholic Beverages Advertising Code, an industry-funded voluntary code of conduct for alcohol marketing, upheld the view of the advertiser and product distributor that lip gloss appealed to adults only.