Hard Solo’s appeal to minors sparks complaints from the Cancer Council

The recently released alcoholic iteration of the popular soft drink Solo has drawn criticism from the Cancer Council of WA, who claim it is marketed in a way that appeals to minors.

Last week, the Cancer Council of WA submitted a formal complaint to the Alcoholic Beverages Advertising Code (ABAC), claiming the product packaging breaches ABAC code 3b(i) which states that a marketing communication must not have strong or evident appeal to minors.

Julia Stafford, Alcohol Program Manager at the Cancer Council of WA, said: “Solo is a well-known soft drink brand in Australia, is popular with children and teenagers, and has highly recognisable branding, packaging, and advertising.

“The Hard Solo product is an extension of the soft drink brand, using the same brand colours, icon and font on the packaging and the same can shape as the Solo soft drink. The appeal of Hard Solo to minors is evident given the established appeal of Solo to minors.”

Several federal crossbenchers have also declared support for the complaint. These include Dr Sophie Scamps, Zali Steggall, Dr Monique Ryan, Allegra Spender, Andrew Wilkie, Kate Chaney, Zoe Daniel, and Kylea Tink, MP for North Sydney, who met with industry representatives to discuss tighter regulation for the marketing of alcoholic drinks late last week.

Tink said in an interview with the ABC that Hard Solo just doesn’t pass the pub test. “Myself and my colleagues from the colleagues are meeting with the industry to have that conversation of where is the line, and if this product isn’t passing the pub test, what happens when a product crosses that line.”

Carlton & United Breweries (CUB), a subsidiary of Asahi Beverages, who manufacture Hard Solo, strongly refutes the claims that it can easily be confused with regular Solo and is being marketed to minors.

A statement from CUB said: "Hard Solo is sold in distinct black cans with prominent alcohol markings on the front of the can with the words' Alcoholic Lemon' along with the 18+ logo, standard drinks and alcohol percentage in large and bright font. It is the first-time 18+ has appeared on the front of one of our alcoholic products, further demonstrating our commitment to differentiate Hard Solo from regular Solo.

"Solo is an overwhelmingly adult drink. Eighty five per cent of regular solo consumers are adults, and it is expected to be purchased predominantly by 25-50 year olds. While it is reminiscent of the classic Solo taste, Hard Solo has a bitter finish provided by the alcohol," the statement said.

CUB also point out they aren't running any traditional out-of-home advertising on TV, radio or social media channels to promote Hard Solo.

According to a survey of 1,013 West Australians commissioned by the Cancer Council WA in May 2023, 70 per cent of respondents were in support of governments taking action to regulate how alcohol is marketed.

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