2011 Big Bowl Vote!

According to Drug-Free Action Alliance’s 8th Annual BIG BOWL VOTE (where middle and high school students around the nation vote on their favorite Super Bowl ads), Doritos overwhelmingly stole the show among those under 21, with their “Crash the Super Bowl” commercials.

Q: What was your favorite commercial?

Thirty-four thousand middle and high school students from around the nation voted:

  1. Doritos: Dog (pug attack)
  2. Doritos: Cheese Lover (finger-licking/pant-sniffing good)
  3. Doritos: Back-to-life (house sitter)

While Doritos (not surprisingly) ranked number one as the most memorable brand product among participating youth, the Anheuser-Bush brand (which included ads for Bud, Bud Light & Stella Artois) ranked as the second most “remembered” product.

Q: What brand name products do you remember being advertised?

Thirty-four thousand middle and high school students around the nation answered:

  1. Doritos
  2. Anheuser-Bush
  3. Pepsi Max

Aside from the “fun-factor” of youth voicing their opinions and telling us what ads were memorable, what does this all mean?

Research tells us that the more youth are exposed to alcohol advertising, the more likely they are to start drinking or drink more if they are already consuming alcohol (source: Center on Alcohol Marketing and Youth – CAMY).

“While middle and high school students did not choose the alcohol ads as their favorite, those commercials definitely made an impression,” said Patricia Harmon, Executive Director of Drug-Free Action Alliance. “We encourage parents and educators to use commercials such as these, as teachable moments; helping young people to understand and develop the ability to identify, analyze and evaluate targeted marketing.”

Here are some questions parents and educators can use to get the conversation started:

  • What is this ad trying to sell you? Is this product healthy for you?
  • How is this ad trying to get you to purchase their product?
  • How do you feel about the product now?

Teaching youth to read between the lines of advertisements is called Media Literacy.