Drinks company Volvic has dropped a planned advert campaign which used the term 'Orange and Proud.'

It was to be used to promote a new sugar-free orange drink.

French parent firm Danone says the campaign will not run across Ireland, or Scotland in the UK.

The decision was said to be made amid fears the slogan would be associated with the Protestant Orange Order in Northern Ireland.

However, it is believed the posters will still be displayed in England and Wales.

The posters feature a model holding the bottle and smiling, alongside the slogan 'Orange and Proud'.

Image via @primesight on Twitter

In a statement, the firm says: "We are aware of the sensitivities, which is why these posters will not appear in Ireland, Northern Ireland or Scotland."

"This campaign was designed as a fun and positive brand statement for Volvic as part of our marketing campaign."

Ulster Unionist MP Tom Elliott told the Belfast Telegraph: "This is an unreal decision."

"It is political correctness gone mad. To say that people would be insulted by an advertising campaign for an orange flavoured drink is absolute nonsense."

"There are many products and companies with green in their name. I don't think that offends unionists and Protestants one bit," he added.