In the Doghouse
Charlotte Area Transit System Sells Out to Alcohol Ads
September 18, 2012While communities across the country focus on removing alcohol ads from public property, Charlotte, NC Metropolitan Transit Commissioners took their city a major step backward. In a unanimous vote last month, commissioners decided to overturn a longstanding ban on alcohol advertisements on Charlotte Area Transit System (CATS) property – a move that will allow the exteriors of area buses and trains to be cloaked in advertisements for alcohol. Approximately 20% of the transit system’s riders are under the minimum legal drinking age of 21, and thousands more will see the ads from the street, as the buses and trains pass their schools and homes each day.
Make no mistake about it: The research is crystal clear. Youth who are exposed to higher levels of alcohol advertising start drinking earlier than their counterparts. If they are already drinkers, they drink more. To add insult to injury, youth who are overexposed to alcohol advertisements also have more favorable attitudes and brand loyalty for alcohol corporations and their products. In fact, each additional dollar per capita spent on advertising to youth markets leads to a 3% rise in underage drinking. Sixth and seventh graders exposed to high levels of alcohol advertising are 50% more likely to drink than children with low exposure to such marketing. Despite the facts available on the increased harm and risk from alcohol advertising, the Charlotte Area Transit System commissioners somehow justified putting the youth in their community at risk. But why?
The answer, of course, lies in the large amounts of money the alcohol industry is willing to spend to plant its brands into the minds of potential drinkers--including the young (underage) ones. For an estimated $600,000 in additional funding each year, the Metro Transit Commission brushed aside their responsibility to the public interest in favor of a quick fix to their financial shortfalls.
The shortsighted move did not go unnoticed by Charlotte officials or the general public. Some City Councilmembers, who were reportedly blindsided by news of the decision, expressed their intent to fight for repeal of the decision as soon as possible. The Mayor pro tem declared the decision to be “absolutely wrong.”
With two advertising contracts already signed, alcohol ads could show up on area buses and trains at any time. At the moment, the advertising company with the city contract has agreed not to move forward with alcohol ads. Meanwhile, the transit system awaits direction on this issue from the Commission, which is scheduled to meet this month.
Read More:
- Cash-Strapped CATS Turns to Alcohol Ads for Busses, Trains
A-B InBev Teams with Jay-Z & Hollywood to Rule Your Entertainment Experience
August 28, 2012Anheuser-Busch InBev, the Belgian beer conglomerate, recently announced that it will team with Hollywood heavyweights Jay-Z, Ron Howard, and Brian Grazer this fall to produce a film based on the Budweiser "Made in America" concert festival event. Both the festival and the movie will prominently feature Budweiser as its chief sponsor and financial backer.
Why is A-B InBev so interested in the entertainment industry? According to Budweiser U.S. Marketing VP Paul Chibe, it’s because “the way that Budweiser remains an icon is to be a force in pop culture.“ Therefore, he continues, “things like this are exactly the kinds of things that brands like Budweiser should do.” Apparently, A-B InBev isn’t satisfied with Budweiser as the King of Beers–it wants to expand its rule to the movie world, too. And with their credentials as Academy Award-winning directors and producers, Ron Howard and Brian Grazer are just the Hollywood royalty to make it so.
Budweiser’s distinct strategy is to carve its brand so deeply into popular culture that all Americans will automatically consider beer as a normal accompaniment to every enjoyable activity--particularly youth, who love and have disposable income for both concerts and movies. The alcohol industry, led by A-B InBev, has already staked its claim on sports sponsorship, advertising and branding – and with Jay-Z, Ron Howard, and Brian Grazer's help is now exponentially expanding its influence into all corners of our lives.
Snoop Dogg: New Name, New Outlook?
Rap superstar Snoop Dogg claims to have recently experienced a spiritual awakening in Jamaica while making a reggae album and converting to Rastafarianism. Under the new moniker "Snoop Lion," the artist says he is tired of rap and wants to make reggae music that even "children and grandparents can listen to." Evidently, he now wants to be a positive influence on the African-American community as well: "I'm a natural leader…when I do right it makes people around me want to do right. When I do wrong I can make a nation of people do wrong."
Grandiose, sure, yet probably on the mark. Snoop and his music have an enormous influence on youth--especially African-American youth--who are already specifically targeted by the alcohol industry with a variety of tactics. Songs such as Snoop's "Gin and Juice" contribute directly to the overexposure of youth of color to alcohol promotion. Snoop also serves as the spokesperson for Blast by Colt45 (Pabst), an alcopop with 12% alcohol by volume in one single-serving, 24-ounce can, the equivalent of nearly 5 drinks.
Snoop's Blast ads and promotional materials clearly target young African-Americans and associate alcohol use with wealth, attractiveness, and power. And Pabst wouldn't pay for such advertising if it didn't work: Youth exposed to alcohol ads are more likely to drink, and to drink more once they've started; those who drink are more likely to develop alcohol dependence as an adult. Youth in markets with greater alcohol advertising expenditures drink more as well.
Snoop Lion renounces guns on his new album because of the tragic effects of gun violence in the community. But what about the multitude of harms from alcohol in that very same community? African Americans suffer disproportionately from alcohol-related disease and violence, and alcohol contributes to the three leading causes of death among African-American youth: homicide, unintentional injuries, and suicide. Maybe Snoop's next release will mention alcohol-related harm instead of brands.
Regardless of which name he's using, Snoop has a responsibility to his community. We hope he's serious about making a commitment to his community and not just staging a marketing ploy. We also hope his new spiritual awakening will shine some light on the harm he contributes by associating himself with alcohol products and dangerous drinking behaviors.
Snoop Lion: If you want to be a positive influence and a "natural leader," stop taking money from Pabst and hawking alcohol products that hurt youth. They have to be alive in order to buy your music.
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