Remember role models? They were the athletes, celebrities and other influencers who we looked up to as kids. Mine included Joe Namath, Paul McCartney and Muhammad Ali. And, while each had a dark side (Joe Willie had a fondness for the ladies, Sir Paul liked his hallucinogenic drugs and Ali perfected, if not invented, trash talk), none ever purposely endorsed products that were bad for kids.
But, that was then and this is now. Now, we have role models such as Charlie Sheen, Barry Bonds and the Kardashians. They're all train wrecks. But, their personal lives aside, some of today's role models have become dangerous because they're endorsing products and services that are anything but good for our nation's kids.
Take Snoop Dogg. Please.
An article in Monday's New York Times profiles a new advertising campaign for Blast from Colt .45. Snoop stars in the fully integrated campaign. In a YouTube video, for example, the Dogg poses in a white fur coat, surrounded by models in skimpy dress and holding a can of Blast. So what's my problem? Well, it turns out that Blast is the latest, coolest, cutest and hippest gateway beverage that introduces kids to the wonderful world of alcohol. One alcohol industry watchdog calls Blast, which comes in flavors such as grape and raspberry watermelon, an “alcopop."
Tom Burrell, author of Brainwashed: Challenging the Myth of Black Inferiority, says: “What is happening here is an obvious attempt to foist this stuff on young African-American men. Colt .45 has invested in the black consumer market for years, and if they weren't looking for an African-American audience they wouldn't be using Snoop Dogg.”
But, why should Snoop care? According to industry analysts, the flavored malt beverage category generated some $967 million last year. And, the Dogg's getting a long, green sip of that brew courtesy of his endorsements. Proving what a terrific role model he is, Snoop's been nice enough to mention Blast on his Facebook page (where he has eight million followers) and on Twitter (where 3.1 million fans follow him). He also mentions Blast in "Boom", a single in his new album, 'Doggumentary'. Daren Metropoulos, who owns Pabst, Colt's parent company, says Snoop's adoration of the toxic beverage is “…just him being a true partner and saying I'm not just an endorser.” That Snoop. What a stand-up guy!
Would Namath, McCartney or Ali have knowingly promoted gateway drugs in their prime? It's hard to say. But, I doubt it.
In the meantime, we're left with role models like Snoop Dogg who make sweet-tasting, brightly colored, highly potent alcoholic beverages seem cool to unsuspecting, underage kids. Snoop is one dog who's leading his pack astray and being paid handsomely to do so. And, here's the saddest part of the tale: we're doing nothing to stop Pabst, Colt .45 or Snoop.