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SBD Global/January 28, 2013/Marketing and Sponsorship

U.K.'s Three Largest Supermarkets Draw Criticism For Selling Mike Tyson Energy Drink

Supermarkets Tesco, Sainsbury's and Asda have been criticized for stocking an energy drink "promoted by convicted rapist Mike Tyson which uses the slogan 'sex energy,'" according to Simon Neville of the London GUARDIAN. But despite the complaints, "all three retailers have no plans to remove Black Energy," Poland's best-selling energy drink, from their shelves. Black Energy chose to use Tyson for its marketing campaign, which includes a series of advertisements where he is "surrounded by scantily clad women." The issue was first raised with Tesco last year when an online petition was set up, calling for the company to stop stocking the drink. A spokesperson for Tesco said that it was a "popular product among Polish customers." The spokesperson added: "We have worked hard with the supplier to alter the packaging of the product." Sainsbury's said: "We are closely monitoring this and will pass on these concerns to the owner of Black Energy." Asda said that it was "reviewing the situation" (GUARDIAN, 1/25).
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