Volvic limits use of 'Orange and Proud' slogan


Drinks company Volvic has dropped an advertising campaign with the slogan "Orange and Proud" in Scotland and across Ireland.

The decision was made amid fears the orange-flavoured product would be associated with the Protestant religious order and offend Catholics.

The high-profile posters will now be displayed only in England and Wales.

Advertising experts welcomed the move but critics said it was a bizarre decision.

The posters featuring a smiling model with ginger hair holding the bottle. It is emblazoned with the slogan "Orange and Proud".

They will not be displayed in Scotland, Northern Ireland, or the Republic of Ireland.

The move was confirmed by Danone, the French multi-national food company which owns Volvic.

In a statement, the firm said: "We are aware of the sensitivities, which is why these posters will not appear in Ireland, Northern Ireland or Scotland.

"This campaign was designed as a fun and positive brand statement for Volvic as part of our marketing campaign."

'Cannot win'

Ian Twinn, director of public affairs at the ISBA, which represents British advertisers, said the advertising agency should have tested the campaign on the market to make sure it worked.

"I think they have probably made the right decision given that they have gone for that creative idea and that was going to be the advert and then thought oops, it won't work in Ireland north or south or Scotland - they really could not win.

"There are sensitivities here either way and you really cannot win."

The Orange Order accused Danone of making a "ridiculous and inconsistent" decision.

A Grand Lodge of Ireland Orange Order spokesman said: "The institution would challenge Danone to publicly explain the rationale of their advertising disparity within the UK, particularly given the fact Orange lodges also exist in England.

"Such a position is ridiculous and inconsistent."

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