Drink responsibly
Ice Tropez Marketing Code
Introduction
Ice Tropez is committed to responsible and ethical marketing that aligns with our brand values and societal standards. Our marketing strategy prioritizes transparency, inclusivity, and respect while adhering to applicable laws, regulations, and self-regulatory codes. This guideline will ensure that all marketing activities, whether for alcoholic or non-alcoholic variants, are executed responsibly, avoiding controversial or harmful messaging.
Scope
This Marketing Code applies to all Ice Tropez marketing activities, including but not limited to:
• Brand advertising and communications
• Digital and social media content
• Consumer promotions and events
• Packaging and product labeling
• Experiential marketing
• Trade marketing and sponsorships
General Marketing Principles
1. Targeting Adults Only
• All marketing activities must target adults over the legal purchase age (LPA), which is 18 years or older (or 21 in markets where this is the legal drinking age).
• Marketing must not appeal primarily to individuals under the LPA, directly or indirectly.
2. Respect for Diversity and Sensitivities
• Marketing must avoid controversial topics such as politics, religion, gender preferences, and body image.
• No stereotyping, discrimination, or offensive content should be used in messaging or visuals.
3. Promoting Responsible Drinking
• Marketing must promote moderation and responsible consumption of alcoholic beverages.
• Excessive or irresponsible drinking must never be depicted, condoned, or encouraged.
4. Good Taste and Decency
• All marketing activities must reflect contemporary standards of good taste and decency.
• Marketing content should be appropriate for the broader society and sensitive to cultural variations.
Guidelines for Alcoholic Variants
1. Responsible Drinking
• Include a clear “Drink Responsibly” message in all advertising.
• Depict consumption in safe and appropriate settings. Avoid any association with driving, operating machinery, or engaging in dangerous activities.
2. No Health or Functional Claims
• Marketing must not imply that alcohol provides health benefits, enhances performance, or solves social or personal problems.
3. Avoid Misleading Messaging
• Do not suggest that alcohol consumption is a prerequisite for social success or sexual attractiveness.
Guidelines for Ice Tropez Zero (Non-Alcoholic Variant)
1. Target Audience
• Marketing of non-alcoholic variants must also target adults. Avoid marketing specifically to children or teenagers, even though the product is alcohol-free.
2. Avoidance of Specific Associations
• Marketing must not portray pregnant women or children in imagery, even for the non-alcoholic variants.
• Do not suggest that Ice Tropez Zero is intended for pregnant women or children, ensuring it remains consistent with the adult-oriented brand positioning.
3. Nutritional Claims
• Factual nutritional claims, such as “low-calorie” or “no sugar added,” are permitted if substantiated and compliant with local regulations.
• Avoid linking the product to health or weight management in marketing materials.
4. Clear Differentiation
• Ensure the packaging and branding of Ice Tropez Zero clearly distinguish it from the alcoholic variants.
• Use distinct messaging to avoid confusion about the alcohol content of the product.
Prohibited Content
1. Controversial Topics
• Marketing must not engage with or comment on political issues, religious beliefs, or other potentially divisive subjects.
• Avoid commentary on body image, beauty standards, or gender identity.
2. Irresponsible Behavior
• Avoid depictions of binge drinking, intoxication, or any unsafe activities.
3. Youth-Oriented Content
• Do not use imagery, language, music, or influencers that primarily appeal to individuals under the LPA.
• Avoid cartoon characters or symbols that could be attractive to children.
Placement of Marketing
1. Media Selection
• Advertisements must appear only in media where at least 75% of the audience is reasonably expected to be over the LPA.
• Outdoor advertising should not be placed near schools, playgrounds, or religious institutions.
2. Social Media
• Use age-gating features to ensure content is only accessible to users over the LPA.
• Include disclaimers advising content should not be shared with individuals under the LPA.
Sustainability and Reusability
Where possible, incorporate sustainability into marketing initiatives, including eco-friendly packaging and promotions that encourage reusability.
Compliance
1. Training and Awareness
• All marketing personnel, agencies, and third-party partners must undergo training on this code and commit to adhering to its principles.
2. Monitoring and Reporting
• Regular audits must ensure compliance with the code.
• Any breaches must be promptly reported and rectified.