Ice Tropez for kids? Beverage brand responds to backlash

Ice Tropez – categorised as a “wine cocktail” – has responded to the public backlash following a social media post advertising its non-alcoholic version for the whole family.

The French brand has come under fire over its products, which look strikingly similar in their packaging.

ICE TROPEZ SOCIAL MEDIA BACKLASH: WHAT HAPPENED?

On Instagram, popular mommy influencer Vongai Mapho courted controversy over a paid post advertising Ice Tropez’s non-alcoholic cocktails for the whole family.

She posted, “Did you know, unlike other non-alcoholic beverages, Ice Tropez Zero is not de-alcoholised? It’s 100% alcohol-free, making it perfectly safe for expecting moms, kids, and the whole family to enjoy.”

While the items were clearly from the non-alcoholic range, they did look strikingly similar to the bottles, which contain 6.50% alcohol.

And social media users were just as confused.

Bathong @IceTropezSA this is wild 💀 are we now promoting this to kids. pic.twitter.com/PCrrROveSg

— Pulane (@PulaneMota) December 3, 2024

Others were unconvinced it wasn’t a good move…

@_ladytopaz: “It can never be a good idea to market a brand associated with alcohol to kids. Even if the product is 0% alcohol, we keep saying there’s a drinking problem in South Africa, and kids are drinking from a young age.  But Ice Tropez decides it’s a good idea to market their brand to kids.”

@Dysfnctnalrocka: “South Africa has an alcoholic problem. When we are happy- we drink; when we are sad- we drink. We shouldn’t be encouraging kids to drink. Shebeens and bars are already full with 12-13year olds”.

@SUG4RF4ll: “Non-alcoholic isn’t for children, pregnant women, or lactating women.  Promoting alcoholism is wild.”

BRAND SAYS SORRY

In a social media post, Ice Tropez apologised for the confusion around the influencer’s post. While the brand is popularly known as a “wine cocktail,” it stressed that it was committed to the “communication strategy and the positioning of our non0alcoholic products@

The French company also vowed to “respect the boundaries of our consumers and safeguard younger audiences.”

We thank our community for your constructive feedback, which drives us to improve every day. Together, we can continue building a brand that celebrates connection, joy, and responsibility. pic.twitter.com/yrLVM28d9j

— icetropez South Africa (@IceTropezSA) December 4, 2024

WOULD YOU GIVE YOUR KIDS NON-ALCOHOLIC ICE TROPEZ?

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