Alcolpop
..., 2003). ¢º Target market / Market penetration According to David Walsh, president and founder of the National Institute, advertisement featuring young models aiming at these emotional targets are very effective at influencing youth from18 to 25 (¡°Liquor¡±,2002). The product itself is naturally attractive to young generation with trendy, designer labels and candy- sweet taste, the alcohol taste is well hidden. Successful examples are Smirnoff, Bacardi and Captain Morgan. They made themselves a great gateway drink between grandma¡¯s lemonade and dad¡¯s hard liquor. ¢º Marketing programs For the alcohol industry, alcopop is classified as beer instead of liquor. So even though hard liquor is included in, alcopops face no barrier to advertise on mass media. In fact beer commercials are the most widely anticipated and remembered advertisements during sports events such as the superbowl. Because alcopops are technically beer, they can be hawked on the networks, allowing the liquor industry to place its logo, color, and brand names in front of millions of viewers. Most alcopop television ads occur after 9 p.m. when many youth are turned in, or during pre-9 p.m. with National Baseball Association games and soap opera ¡°Friend¡± ¢º Impact on the beverage market / Life span of the trend As alcopops can...