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Editor’s Post – Bud Light Fan Cans

Submitted by on August 25, 2009 – 9:42 AMNo Comment
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post-itGood news for college students, bad news for college administrators. This year, students are celebrating homecoming with Anheuser-Busch’s “Fan Cans.” Anheuser-Busch launched a new marketing campaign with Bug Light by involving 27 different color combinations to represent universities coast to coast.

Anheuser-Busch says the campaign is aimed only at fans who can drink legally and that it has long supported efforts to fight alcohol abuse. It notes that the cans don’t bear any school’s name or logo. And it says it will drop the campaign near any college that makes a formal complaint.

fancansAccording to The Wall Street Journal, school officials aren’t having it.

Samuel L. Stanley, president of New York’s Stony Brook University and a medical doctor, also objected. In a letter to Anheuser-Busch, he called the campaign “categorically unacceptable.” Stony Brook recently launched a national program called Red Watch Band, which seeks to harness school pride and “positive peer pressure” to discourage heavy drinking. The school says it was motivated by the death of a professor’s son from alcohol poisoning in 2008, when he was a freshman at Northwestern University.

The WSJ also reports:

Alcohol-related deaths among college students hit 1,825 in 2005, up from 1,440 in 199 (National Institute on Alcohol Abuse and Alcoholism). The federal agency says 45% of college students report engaging in binge drinking, which is defined as five or more alcoholic drinks in one sitting. Nearly 600,000 students between the ages of 18 and 24 are injured annually because of alcohol, it says, and 97,000 are the victims of alcohol-related sexual assault.

I can see both sides of the fence, and to be completely honest, the colors are not going to influence students to drink more of Bud Light or promote underage drinking. This (smart) marketing tool that Anheuser-Busch is using will only encourage students to drink that particular beer. My guess is that they’ll only drink Bud Light Fan Cans during Homecoming and sporting events.

Read more here:

The Wall Street Journal