We are living in a time where booze is as glamorized as cigarettes were back in the 50's. The booze industry has such power behind it. Marketing sweet drinks such as "Smirnoff Ice" are targeting the young and they are well aware (get em while they are young right?) with social media like facebook, the "cool" thing to do is post pics of yourself holding up one of these beverages while you are still underage to even be drinking. When once upon a time you drank in your parents garage with your friends sneaking in your parents liquor, now a days with iPhones and social media, you are able to share these "cool moments" with your 500+ contacts adding to the glamour of drinking so much more. Because booze is legal and it turns a high profit, big companies will not stop or slow down what they are doing. Same goes for the junk food industry. Feed people crap, get our kids diabetes and obesity but just as long as it's "legal" and consumers are buying, it don't matter.
There needs to be a change campaign that is so powerful, it will make a difference. Similar to the stop smoking campaign. The kids now a days think it's so uncool to smoke cigarettes. Very different mentality than generations before them.