Pernod Ricard has partnered with popular K-Pop star Lisa, from the girl group Blackpink for a new marketing campaign targeting Asian young people.
The first advertisement for the campaign titled “I Rise, We Rise” is already out. In the advertisement and the campaign, Big Alcohol is strategically exploiting young Asian value systems.
In this opinion piece, Tharaka delves into the campaign breaking down what Chivas and Pernod Ricard are trying to accomplish with this marketing ploy and how it affects young people and women. She exposes the hypocrisy and unethical nature of this campaign which pursues profits in the pretense of promoting success, hard work, and other positive values.
Tharaka also reveals the larger context of Big Alcohol’s aggressive targeting of young Asians.
This remarkable opinion article exposes how Big Alcohol marketing campaigns thwart the true spirit, success, health and rights of young people in the greedy pursuit of mega-profits.
