College branding makes beer more salient to underage students

Major beer companies have rolled out marketing campaigns and products — such as ‘fan cans,’ store displays, and billboard ads — that pair beer with university colors, mascots, and logos. Research shows that such campaigns may enhance the motivational significance of marketed beer brands, especially for students who identify strongly with their university. The researchers conclude that this effect could potentially increase underage students’ alcohol consumption….

Major beer companies have rolled out marketing campaigns and products — such as ‘fan cans,’ store displays, and billboard ads — that pair beer with university colors, mascots, and logos. Research shows that such campaigns may enhance the motivational significance of marketed beer brands, especially for students who identify strongly with their university. The researchers conclude that this effect could potentially increase underage students’ alcohol consumption….