New Television Spot Encourages Parents to be Role Models, not Pushovers
Reinforces Parent Power in Discouraging Underage Drinking
April 27, 2007
ST. LOUIS (April 27, 2007) – The recipe for parenting? It’s easy: equal parts patience, humor, empathy and discipline. “No” is sometimes the most difficult word to say, but it is one of the most important, according to parenting experts, especially when it comes to guiding teens toward responsible decision making, such as not engaging in illegal underage drinking.
A new 30-second television commercial from Anheuser-Busch encourages parents and other adults to be just that--parents, not pushovers--when it comes to their role in ensuring that minors don’t drink before they’re of legal age. The spot, called “Daddy’s Girl,” will debut on NBC’s “Deal or No Deal” April 30, followed by airings throughout May on cable stations, including CNN, TBS and A&E, as well as national sports broadcasts.
“While it may sound counter-intuitive, parents need to understand that “no” is a love word. As the parent of five and now a grandparent, I know first-hand how important it is to set boundaries for teens, let them know we are there for them. We must overcome the urge to be a friend, and remember that our most important role is to be a parent. And that means saying ‘no’ when it comes to actions that can have negative consequences, such as illegal underage drinking,” said John Kaestner, vice president of Consumer Affairs, Anheuser-Busch Cos. “Even though teens might suggest that special occasions, such as prom or graduation, can be an exception-to-the-rule and ask their parents to provide alcohol for their parties, it is never OK to set a precedent or bad example by condoning this illegal act.
The new ad, which was created by Cannonball, St. Louis, begins by showcasing the classic scenario of how “Daddy’s Girl” can get her way with her father by smiling sweetly and saying “please,” throughout her childhood. First it’s begging for a puppy, then it’s “ten more minutes ‘til bedtime.” Next she’s asking for two dresses instead of one, all to which daddy acquiesces. But when the teenage daughter asks dad to buy alcohol for her and her friends for a weekend party, the answer is a calm, but emphatic, “Absolutely not.
According to a recent survey conducted by Data Development Worldwide for Anheuser-Busch, 98 percent of parents agree that it’s never OK for parents to buy alcohol for their own teens and other teens at parties or gatherings. Unfortunately, some parents say “yes” when faced with this situation. Research has found that two-thirds of teens who drink say they get alcohol from their parents or other adults.
Fortunately, the majority of teens today are making responsible decisions and demonstrating they know right from wrong, especially when it comes to underage drinking. According to the federal government’s 2005 National Survey on Drug Use and Health, 83 percent of 12-17 year-olds do not drink. This can be attributed in part to positive, active parenting that teaches teens to respect the law and reinforces that their parents are trusted advisors.
An annual survey of teens conducted by the Roper Youth Report for more than a decade reveals the majority of teens (74 percent), ages 13-17, have consistently cited their parents as the No. 1 influence on their decisions to drink or not.
To view the new spot and to get tips from parenting authorities on how to host a safe, responsible party for teens on special occasions such as prom and graduation, visit www.preventdontprovide.com.
For a quarter century, Anheuser-Busch and its nationwide network of 600 independent wholesalers have led the alcohol beverage industry in promoting responsibility and respect for the law, investing more than a half-billion dollars in alcohol awareness and education programs and partnerships. In 2007, for the fourth year in a row, the company ranked first in the beverage industry for social responsibility in FORTUNE magazine’s “America’s Most Admired Companies” and “Global Most Admired Companies.”
More information about the company’s responsibility efforts is available at www.beeresponsible.com.
Reinforces Parent Power in Discouraging Underage Drinking
April 27, 2007
ST. LOUIS (April 27, 2007) – The recipe for parenting? It’s easy: equal parts patience, humor, empathy and discipline. “No” is sometimes the most difficult word to say, but it is one of the most important, according to parenting experts, especially when it comes to guiding teens toward responsible decision making, such as not engaging in illegal underage drinking.
A new 30-second television commercial from Anheuser-Busch encourages parents and other adults to be just that--parents, not pushovers--when it comes to their role in ensuring that minors don’t drink before they’re of legal age. The spot, called “Daddy’s Girl,” will debut on NBC’s “Deal or No Deal” April 30, followed by airings throughout May on cable stations, including CNN, TBS and A&E, as well as national sports broadcasts.
“While it may sound counter-intuitive, parents need to understand that “no” is a love word. As the parent of five and now a grandparent, I know first-hand how important it is to set boundaries for teens, let them know we are there for them. We must overcome the urge to be a friend, and remember that our most important role is to be a parent. And that means saying ‘no’ when it comes to actions that can have negative consequences, such as illegal underage drinking,” said John Kaestner, vice president of Consumer Affairs, Anheuser-Busch Cos. “Even though teens might suggest that special occasions, such as prom or graduation, can be an exception-to-the-rule and ask their parents to provide alcohol for their parties, it is never OK to set a precedent or bad example by condoning this illegal act.
The new ad, which was created by Cannonball, St. Louis, begins by showcasing the classic scenario of how “Daddy’s Girl” can get her way with her father by smiling sweetly and saying “please,” throughout her childhood. First it’s begging for a puppy, then it’s “ten more minutes ‘til bedtime.” Next she’s asking for two dresses instead of one, all to which daddy acquiesces. But when the teenage daughter asks dad to buy alcohol for her and her friends for a weekend party, the answer is a calm, but emphatic, “Absolutely not.
According to a recent survey conducted by Data Development Worldwide for Anheuser-Busch, 98 percent of parents agree that it’s never OK for parents to buy alcohol for their own teens and other teens at parties or gatherings. Unfortunately, some parents say “yes” when faced with this situation. Research has found that two-thirds of teens who drink say they get alcohol from their parents or other adults.
Fortunately, the majority of teens today are making responsible decisions and demonstrating they know right from wrong, especially when it comes to underage drinking. According to the federal government’s 2005 National Survey on Drug Use and Health, 83 percent of 12-17 year-olds do not drink. This can be attributed in part to positive, active parenting that teaches teens to respect the law and reinforces that their parents are trusted advisors.
An annual survey of teens conducted by the Roper Youth Report for more than a decade reveals the majority of teens (74 percent), ages 13-17, have consistently cited their parents as the No. 1 influence on their decisions to drink or not.
To view the new spot and to get tips from parenting authorities on how to host a safe, responsible party for teens on special occasions such as prom and graduation, visit www.preventdontprovide.com.
For a quarter century, Anheuser-Busch and its nationwide network of 600 independent wholesalers have led the alcohol beverage industry in promoting responsibility and respect for the law, investing more than a half-billion dollars in alcohol awareness and education programs and partnerships. In 2007, for the fourth year in a row, the company ranked first in the beverage industry for social responsibility in FORTUNE magazine’s “America’s Most Admired Companies” and “Global Most Admired Companies.”
More information about the company’s responsibility efforts is available at www.beeresponsible.com.