Blast or Bust?

It definitely wouldn’t be hard to lure kids to any product with a campaign that combines Snoop Dogg, alcohol, and sugar.

The rap star Snoop Dogg is promoting a new alcoholic drink, which is expected to be very controversial. Not so long ago, an alcoholic drink (Four Loko) with crazy effects on the body was banned from sale. Now, a similar fruit flavored alcoholic drinks having the same effects are going to be promoted by Snoop Dogg. It’s called “Blast” by Colt 45, is produced by Pabst Brewing Company and is going to be released on April 5. A video that promotes the drink, features Snoop Dogg posing with young women without many clothes on them, in a photo shoot. (

About the ingredients of Blast, well about 12 percent is alcohol and it contains caffeine. Caffeinated alcohol drinks are very dangerous and often threats health. That’s why brands like Four Loko were banned in the past. The new thing about the drink promoted by Snoop Dogg is the variety of flavors, they are all fruited and you can choose between blueberry pomegranate, raspberry watermelon, strawberry-lemonade or grape. John Challis, senior vice president of Daytop Treatment Services said: “You look at this product, and you think it’s a fruit drink.”

Promoting campaign of this drink seems to be encouraging young drinkers. New York City Councilman Robert Jackson already called for Blast to be banned in New York stores. “Blast, along with similar drinks, is specifically targeted to younger people.” he said.

Politicians and advocacy groups are outraged over its 12% alcoholic content level, urging the product to either be taken off shelves or changed. State officials led by Illinois Attorney General Lisa Madigan wrote a letter to Pabst Brewing Company, the maker of the fruit-flavored beverage, claiming the product glamorizes alcohol abuse and binge drinking.

“Alcohol abuse among young people is a serious and alarming epidemic,” Madigan said in the letter.

But, of course, the beer company responded to all of the criticism. Pabst told CNN:

“Blast’s target market is aimed at above legal drinking age. As with all Pabst products, our marketing efforts for Blast are focused on conveying the message of drinking responsibly. To that end, the alcohol content of Blast is clearly marked on its packaging.”

And to the put the alcoholic content in perspective, consuming the 23.5-ounce can is equivalent to drinking an entire six-pack of beer. It’s no wonder an ad for the brew featuring Snoop claims, “What a blast, huh!?”

For now, the fate of the drink is unknown, but this controversial commodity will be drawn with big attention and I am very eager to see how Pabst will overcome the obstacles.


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