MARKETING MIX: Global pulse - Chemical crutches

Across the world we have seen recreational and pharmaceutical drug use become mainstream, as people seek support for, or escape from, everyday life. And as drug culture has become mainstream, so we have seen brands tap in to an associated language, risk and attitude.

There is currently a debate over alcohol advertising in Australia, with the federal government due to table its review of the Alcohol Beverages Advertising Code shortly. One brand prompting the review is alcoholic drink Mezzanine.

This ad positions the brand as 'the next high' in a clear attempt to shock.

Also in Australia is a flavoured milk brand called Rush. The lady in the ad coupled with the name (Rush) taps in to club culture - this isn't a milk brand for children.

The decreasing popularity of non-GSM mobile phones in Russia has forced alternative operators to think up some unusual ways of tapping an otherwise booming market. Moscow mobile operator Sonet, for example, is hoping that an illegal psychotropic plant will help popularise its service with the youth segment, posting giant marijuana leaves on billboards throughout Moscow as part of its advertising campaign.

Information supplied by GlobalStreetscapes.com from Headlight Vision. For further information call 0207 150 3350 or email crawford@headlightvision.com.

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