Lighten Up, Have a KidsBeer

Sara Michael Lucas
sl165905@ohio.edu

In a story for “Good Morning America” Andrea Canning discussed the ways in which advertisers are targeting younger and younger audiences. One of the products touted in her article was a beverage popular with kids in Japan. Dubbed “Kidsbeer,” the guarana-based soda is colored brown to look like real beer. Of course the product is non-alcoholic and not really a beer at all.

My question is this: is marketing a product that simulates an adult product to children really forcing kids to grow up faster?

On New Years’ Eve my family would sometimes give all the younger kids sparkling grape juice instead of champagne. In a fancy flute it looks the same. The bottles even look similar. Is this the same thing?

"If you get this drink ready on such occasions as events and celebrations attended by kids, it would make the occasions even more entertaining." Satoshi Tomoda, president of the company that makes Kidsbeer, said in a story for The Japan Times.

Some products are meant to be fun. Children will always mimic what adults do. It makes sense that a company chooses to market a product meant for children to children. However, in this case, the slogan of “even kids cannot stand life unless they have a drink” seems a bit extreme. Perhaps in the context of the culture it exists in the slogan is more acceptable.

Advertisers need to consider what impact their ads will have on children, of course, but it is also important to have a sense of humor.

This video (taken from eBaum's World) is an advertisement for Kidsbeer. It's in Japanese, but still funny. Everyone seems to be having a good time, not reinforcing dangerous alcohol habits in children.