Alcohol marketing and youth
Original version inThai by Nitta Roonsem1
English version by Natalie Johnson2
The adolescent stage of life is well known to be a tumultuous time, characterized by the often overwhelming desire “to fit in”. Adolescent behavior frequently pushes boundaries, at times endangering themselves and others. Teenagers rarely believe that they themselves will experience any of life’s pitfalls.
When viewing the negative aspects of alcohol consumption in pro health advertisements, it is the notion of invincibility that leads youth to believe that they personally will be immune to alcoholrelated problems. In fact, the alcohol business propagates only optimistic views of its product to youth.The methods the alcohol industry employs in promoting their commodity manipulates the way young people view alcohol.Younf people come to believe that alcohol does not have the potential to be dangerous, and promotes instead the activity of engaging in unsafe drinking practices. Influence from marketing eliminates the negative aspects of alcohol consumption, and builds up the promoted misleading positive effects in the minds of these susceptible teenagers.
A recent research paper showed that more than 50% of Thai youth start drinking alcohol beverages in the 15-20 year age bracket. The poll also indicates that 73.2% of youth believe that alcohol advertisements result in an increase of alcohol beverage consumption among minors. However, the most distressing survey finding was that 50% of youths polled confirmed that alcohol advertisements lead them to believe that alcohol is not harmful. This belief may lead to untold health, wellbeing and societal problems for these youths and their families in the future.
In the past decade, an emerging alcohol marketing concept was applied in Thailand and has since become a new threat to alcohol control advocacy activities. Thai youth were very well looked after by a particular group of people. Their behaviors and emotions were watched, deeply analyzed and assessed as inputs for not only brand building to meet youth needs and youth lifestyles, but also to engrave these brands on their consciousness. They also employed various tactics to prolong this imprint for as long as possible. This particular group of people is known as ‘marketers’.
Observations on press releases from the alcohol industry over the past year show that the industry invested tremendously on ‘experiential marketing’ activities targeted toward youth. These activities include music, sport, art and competition marketing. ‘Mixx Zaa Soda Singha’, a prominent example, was created for youths, aged 18 years and encourages them to concoct alcohol beverages with Soda Singha as a base mixer. ‘Leo RockYou Band’ challenges young musicians to become involved in a contest sponsored by the well-known Leo Beer brand. ‘Barcadi Breezer Free Spirits in Art 2007: Bottle Art Competition’ is another instance where the concept of artistic expression and creativity is promoted through the sale of Bacardi beverages.
Gone are the days where youth advertising was believed to be a waste of financial investment on underage consumers, not legally allowed to purchase alcohol products and who have limited purchasing power. These new advertising and marketing tactics are sadly not surprising. Building a strong relationship and sense of engaging with the youth of the present equates to long-term increased sales. The expansion of new drinkers as future customers replaces the original customer base that will soon disappear from the market.
The experiential marketing of alcohol products in this relatively new market is based on an understanding of and comprehensive analysis of youth behavior. These new marketing techniques are delivered in tandem with the typical educational measures that have long been promoted by the industry. These novel and less obvious techniques of promoting alcohol consumption to young people frequently slip under the public awareness radar, and as such are not viewed as particularly controversial. These activities open communication channels enabling the industry to ‘talk’ directly with youths, while at the same time subtly help the industry create brand loyalty and a good public reputation.
Mini concerts promoting an alcohol-free environment are specially organized at pubs for youths who are younger than 20 years old. This duplicitous activity creates a ‘win-win’ situation. Youths in attendance absorb the sponsoring brand advertising, even though alcoholic drinks are not sold in the pub. The event may serve to cause some parents to admire the seemingly socially minded alcohol industry. Alcohol companies enjoy a better reputation, and at the same time are able to build on strong business partnerships with pubs.
More importantly, youths who attend and participate in these types of experiential marketing activities ‘learn, absorb and become familiar’ with brands and images of alcohol products. A student, who was a wining artist for her painting in the afore-mentioned Bacardi bottle activity, not only expresses her identity in the Bacardi bottle design, but also implicitly depicts her attitude toward alcoholic drinks by entitling her design concept as ‘Relax with Bacardi’. In a disturbing twist, the youth market may become an ally of the alcohol industry, cementing its foothold in the business world inThailand.
Thailand is still in the early stages of alcohol policy formulation, despite the first alcohol control law enforced recently. There is still a long way to go. Alcohol policy advocates and their supporting organizations will encounter numerous obstacles on the journey to successful alcohol policy formation. Thailand’s future generations are very likely to experience a myriad of serious problems including traffic accidents, violence, and diseases from unsafe sexual practices, due to the hazardous effects of alcohol. It is disappointing that it is unlikely that we will see a socially responsible commitment from the alcohol industry to the Thai people.
References:
1 Ph.D. in Communication Arts, a lecturer at Phranakon Rajabhat university, Bangkok, Thailand,
correspondence at: ladynitta@gmail.com
2 An Australian intern at Thai Health Promotion Foundation recently attained an MIPH from the University of Sydney.
3 From ABAC Poll published in a panel discussion of a seminar on ‘Alcohol Advertisement on Television and Youth’ at Karnmanee Hotel, Bangkok, 19th July 2007.