Alcohol Industry marketing is sailing blissfully into a perfect storm. Before we look at the signs let's quickly review: unlike the highly regulated Tobacco and Pharmaceutical Industries, the Alcohol Industry basically self-regulates to avoid marketing's reach and appeal to children and underage consumers.
The Federal Trade Commission (FTC) does have limited jurisdiction over alcohol marketing but mainly promotes industry self-regulation to balance concerns related to children and the interests of adults. You can read the complete FTC Guidance Documents here. You can also read the 1999 FTC Report about the benefits of self-regulation in the Alcohol Industry and the Alcohol Industry Advertising Codes regarding advertising placement, advertising content, product placement, online advertising, and college marketing.
First Amendment issues are given regarding FTC lack of Government restriction on marketing but one only needs to look at the Tobacco and Pharmaceutical industries to see where alcohol marketing regulation is heading if the industry does not change course. The Alcohol Industry stated goal to minimize the extent to which underage consumers are exposed to and attracted by alcohol advertising is impossible in practice. The "drink responsibly" messages and concern for children are lost in the rough seas of competitive marketplace pressures. These pressures compel the alcohol industry to attract new consumers and grow consumption with current users. Let's look at Alcohol Industry initiatives in the past year and the collision with the self-regulated industry code to see the Perfect Storm...
The Alcohol Industry Codes expressly prohibit the use of certain characters or people in
alcohol ads: using actors under age; Santa Claus; actors who appear to
be under age; and sports celebrities or "current or traditional heroes
of the young." At the same time, cartoon characters or similar images
are allowed in ads as long as:
- their use is not "intended to appeal primarily" to people below the legal drinking age they
- they are not "popular predominantly with children"
- they are not "specifically associated with or directed toward" those below the legal drinking age
These are all good ideas in theory but let's look at it in practice :
Anheuser-Bush Bud / Bud Light spent an estimated $16 million for seven ads in the Super Bowl. The most popular ad of the game was the Budweiser Beer Commercial in which Hank the Clydesdale horse is befriended by a
Dalmatian, who then becomes his trainer to help him become a beer wagon horse.
Another ad that scored well for Bud Light featured actor Will Ferrell (star of numerous PG/PG-13 films) as offbeat sports hero Jackie Moon.
Another Bud Light ad featured comedian Carlos Mencia teaching foreigners how to pick up women while drinking beer.
The ad titled "Wine and Cheese" has guys sneaking Bud Light beer into a wine and cheese party. "Cheese Run" is used as code for a beer run and smuggling more beer into the party.
I appreciate the humor in these ads but wonder about the children who watched the Super Bowl and think sneaking alcohol is funny and are now using "Cheese Run" on the playground. You can see all of the Bud / Bud Light Super Bowl ads here: Anehueser-Busch
Do you think any of these violate the spirit of the Alcohol Industry voluntary code?
Okay, it is the Super Bowl. Let's pretend children are not watching or being influenced by animals or comedians that have been in Disney films. How about the Attorneys general from several states investigating the new Alcoholic energy drinks from Anheuser-Busch and Miller. What about pre-sweetened alcoholic drinks that look, taste and are marketed like soft drinks. Would Alcopops or alcoholic energy drinks appeal to children?
Okay, these drinks are for adults and not targeted at children. There are warnings in the ads and on the product and the websites have age verifications. Would YouTube or other sites on the internet make it easy for children to view any of these ads? Are ads from the protected websites broadcast in other places? Do a search and judge for yourself.
Finally, if you think that we are just talking about beer makers, take a tour of the SoCo Night Institute. This website from Southern Comfort treats drinking like going to school and getting an education. This also would not appeal to children. Certainly the age verification and drink responsibly sections would prevent children from receiving the overall "Learn Today. Party Tonight" theme.
As long as the Alcohol Industry continues to treat their products like a snack food or breakfast cereal, don't be surprised when the legislators begin to question the Alcohol Industry's ability to self-regulate and the sincerity of their concern for children and "drinking responsibly" message.
When the Alcohol Industry wakes up and finds itself in the eye of the storm and regulated like the Tobacco or Pharmaceutical Industries, then they will only need to look back at the integrated marketing communications / 360 degree branding that put them there. Bon Voyage!
I look 4WARD to your feedback.
Comments