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The controversy concerning Colt 45’s PowerMaster being marketed to the vulnerable (black low income males) is preposterous. Great product launches are successful for establishing opportunities by determining the right market to penetrate with their launch. Every brand has the same objective, to successfully connect with an audience who will consume their brand. It doesn’t matter what the product is or where the opportunities lay, the objective remains the same, sell your product for a profit. Is advertising food when I’m hungry sitting in my living room considered advertising to the vulnerable? I might be inclined to run out and buy something I would not otherwise buy. Was I just taken advantage of, or did I have a choice? I had a choice, I always have a choice when it comes time for me to making a buying decision.
I can understand when cigarette manufacturers were collectively removed from advertising due to the adverse health risks associated with the high risk of cancer from smoking. However, in this situation, the focus is on one brand for using the word “power” and for targeting lower income black males who have higher proportion of alcohol related diseases. The manufacturer, Heilman, has market research showing that black males consume 66% of the malt liquor sales. Target marketing is how manufacturers limit their risks and optimize their dollars spent on advertising. How is the concern over targeting black males different from any other brand advertising that connects with an individual that is an alcoholic? For that matter, how would this be different from any advertising for Las Vegas or Casino’s that is seen by a person with a gambling obsession? The same could be said for any advertising for any food that appeals to anyone who is obese. Advertisers should not be the moral and ethical compass for able minded citizens who have the right to choose. Let the people think on their own, we do not live in a society where the...