Robby Bubble, Champagne for...Kids?

Robby Bubble is a non-alcoholic, sparkling beverage sold in liquor stores. It is marketed to kids. Its label is colorful with cartoon characters and its slogan is even "Celebrate like the grown-ups."

This product has especially upset a particular group, Mothers Against Drunk Driving. The Calgary president of MADD stated her concern about the drink. She feels that although the drink itself is non-alcholic it promotes drinking behaviors. She said, "Do we want to give them something, although it's non-alcoholic, and have them party like an adult?" in an article for CBC News.

I completely understand MADD's position. I think the Web site for the drink promotes an unhealthy attitude toward drinking. Although the drink is non-alcoholic it still presents itself as an alcoholic drink and it may encourage kids to try the real thing.

Darrell Weinbren, president of Robby Bubble, denied that the product was meant to encourage children to drink. He said, "There wasn't any intention from our point of view to encourage kids to drink alcohol. It was just a matter of trying to find something that would meet a family celebration with something for their kids."

I also understand the company's position. In theory, I see no harm in giving kids a non-alcoholic beverage at a family party, so they can feel like a part of the fun. However, I feel that this action may support the idea that you need to have a drink to enjoy yourself at a party.

This product could use a complete advertising and PR revamp. First of all, it should not only be sold in liquor stores. If the Robby Bubble was sold in a regular grocery store, it may not be perceived as such a blatant tribute to alcohol for kids. Mainly I think that the Web site and advertisements should not include the phrase "Celebrate like the grown-ups" and include kids dancing around uncontrollably with champagne glasses. It's an unhealthy and frankly scary image. If Robby Bubble doesn't want to give the wrong impression, it shouldn't look like it's promoting alcohol to kids.

Currently, only one chain of stores in Alberta stocks Robby Bubble, but sales are disappointing and it probably won't place any more orders.