Zipper it, baby

A skull and crossbones says "poison" in any language, and a female silhouette calls out "ladies room." But when it comes to alcoholic beverages, there is no universal symbol.

Brian Pearson is out to change that. If he has his way, a baby's face with a red line through it will be appearing on beer, wine, and liquor bottles worldwide. "There is no international symbol for alcohol," he says. "To somebody under age, alcohol could be considered dangerous. Why not come up with an international symbol for alcohol so that no matter what language you speak, no matter where you are from, you will know there is alcohol in there?" he asks.

Pearson is president of BPNC, Inc., a young, Toledo, Ohio-based firm that markets Zippers gelatin shots, the only commercially produced version of that trendy barroom staple Jell-O shots. Zippers packages carry a picture of a baby with a circle and a red line through it as part of the government warning about the dangers of consuming alcohol. "We're the first and only company in the United States to put a toddler warning on the package," Pearson says.

'See the picture'

He's met with the Distilled Spirits Council of the United States (DISCUS) about expanding the use of his warning label. "We're working with DISCUS to see if maybe we can launch a nationwide campaign to try and coerce everybody into putting this little baby on all alcohol forever," Pearson says. "That way you wouldn't have to read the label. All you would have to do is see the picture."

The baby on the package was chosen by the U.S. Bureau of Alcohol, Tobacco, and Firearms, and came about as part of BPNC's negotiations with the agency to get the product approved. "The ATF asked me to do it. They forwarded me the picture of the baby. They said they couldn't force me to put it on because that was not the law, but they asked me to do it. We tried to go beyond the call of duty," says Pearson, a 27-year-old former Marine who once did a detail guarding President Clinton.

He founded BPNC with his best friend, Nick Costanzo, who is company v.p., after his mother suggested he go to the store and buy Jell-O shots for his sister's 21st birthday party. She was shocked when he told her no such commercial product existed, and the idea for a hot new product was born. Zippers are currently for sale in 26 states and the United Kingdom. Pearson recently met with Mexican officials as part of a U.S. Chamber of Commerce trade mission, so he is developing a Spanish-language package. He has also received interest from Japan and other Asian countries.

Zippers are available in lime Whiskey Drop, lemon Tijuana Tease, orange Vodka Splash, and cherry Rum Rush flavors. In mid-August, vodka-based Zippers Cocktails were launched in Fuzzy Navel, Blue