04.01.16
Your select choice
Earlier this week, something wonderful happened!
Colt 45 is targeting its glory days with the return of its iconic ’80s spokesman Billy Dee Williams.
The Brian’s Song and Star Wars actor served as the malt liquor’s brand ambassador for five years starting in 1986, when Colt 45 was the biggest name in malt liquor. Now Williams, 78, appears in a new 15-second video, released Monday, that teases an upcoming TV, print and online marketing campaign in which he is the star …
“It works everytime,” he said. From my perspective, 24 ounce cans.
Continuing:
In his ads, Williams holds a 16-ounce can. But malt liquor is also sold in larger sizes, such as 40-ounce bottles, which were made popular in the ’90s, when rappers such as Ice Cube served as spokesmen for various brands, including Pabst-produced St. Ides.
Researchers at UCLA and elsewhere have found that malt liquor marketing targets minority consumers, including blacks and Hispanics. The 2005 paper titled “Malt Liquor Beers, And The People Who Drink Them, Are Different,” published in the Alcoholism: Clinical & Experimental Research journal, found that malt liquor drinkers in L.A. were more likely to drink more alcohol, be homeless, unemployed and receive public assistance than other types of drinkers.
Ice Cube turned out pretty good. And, yes, it’s true, I have been known to be unemployed. FU, kindly.
They should have me as an endorser, too.