If this idea went through, I’m absolutely certain you wouldn’t see commercials about Ratatouille wine. It would be kept in the alcohol stores.. nowhere near the Disney stores.

Still disagree with this idea letting go. What’s next.. Disney will stop showing smoking in their features? Oops, already happened…

If we let people apply the standards of this code to icons of advertising of the past what would they make of the 19th century absinthe labels? The fact is, simplified illustrations very similar to the one on the label pictured here have a very long tradition in advertisements for adult beverages already. Though I can see some distinction in that this is intended to be a character from this particular animated movie I also know that bureauc-rats only use nuances like this when they feel like it serves some purpose of their own.

And besides, much of Pixar’s sucess and especially their respect in the artistic community largely stems from the fact that they don’t make movies that appeal only to children. With deep feelings as well as wonder in their movies, and especially the blending of action with emotion as in The Incredibles they’ve made films that surpass the action genre and the chick-flick to create movies that appeal to everyone, men and women as well as children. I mean to say that the code has it wrong in assuming that an image on a label can appeal to adults without appealing to children. Our desires can’t be so cleanly segregated.

The advertising code has a much more limited view of human nature than Disney/Pixar.

First of all, the design on the bottle is very mature. The use of concept art rather than a fully rendered Remy makes the character only vaguely distinguishable to the child and even then is only connected when one reads the name Ratatouille.

Second, this is wine we’re talking about. Not exactly the number one spot on the list of vices of minors.

Third, as noted above, the problem with underage drinking stems from the teenage crowd; not the 6-8 year olds. As much as it pains me to say this, having the name “Disney” on the bottle probably makes it less likely for the teenagers to touch it, especially in the social situations which pressure kids into underage drinking.

And finally, regarding cartoon characters and underage bad habits in general, this is getting rediculous. Frankly in my opinion, this campaign is far less targeted to younger audiences than say the Budweiser Frogs of only a few years ago.

As a responsible drinker who does so only in moderation, with friends, and in full compliance with the law, I’m actually quite offended by this, as I was looking forward to tasting a wine related to one of my passions, and especially to adding a bottle or two to my collection. I guess I will have to satisfy myself by tracking down some of the finer varieties that were actually mentioned in the movie and consumed by the characters instead.

I’m not sure how many 10 year olds are drinking now. I would think they should be more worried about binge drinking high school and college kids, who are not likely to be influenced by animated rodents as much as peer pressure and other media more directly targeted at them. (music, teen dramas, and pg-13 movies)

Give me a Ratatouille sparkling-apple juice brand any day!