Branding, Brewed and Bottled
Kid Stuff
A serious challenge with selecting products for alcohol marketing is successfully capturing the fun and playful vibe many brands are going for without using products that could be seen as child-friendly. "It's a very tight line, because they do want things that are fun, they do want things that get attention, they do like to be a little cutting edge, and yet you need to stay compliant." Duniven explained this is why alcohol companies favor promotional products in places where everyone is already over 21, like bars, liquor stores and clubs. He also noted this is why one-use or disposable items are valued when promoting alcohol brands, since such products don't last long enough to make it back from the bar and into the hands of a child. He mentioned L.E.D. items are particularly valuable for this purpose. "You'll give away L.E.D. lights or L.E.D. straws or other things that pretty much have a life span of one night," he explained. "They burn out or go dead before a kid can play with it the following day." He also noted that there are promotional situations outside bars where children can be present, such as sporting events, where caution has to be used in order to keep alcohol promtions in the hands of age-appropriate users.
- Companies:
- Openers Plus