Mark'It: Is Four Loko a 'Trick or Treat'?

Four Loko, what many college kids are discovering, is a special treat for Halloween. It's an energy drink, flavored in delicious candy flavors, and gives you a buzz for $2.49! But this "treat" for of-age Halloween party goers has landed numerous college kids in the hospital. We got a formal warning from BU about the dangers of Four Loko and other energy/alcoholic drinks. The New York Times published an article, citing Four Loko as a culprit in deceptive marketing practices. But how much responsibility falls on the consumer?

We debated this in Consumer Behavior class-- we had a nice mix of budding marketing professionals (well aware of the guidelines of deceptive marketing) and the target consumer (40 college-aged students).

For those PRO deceptive marketing practices:
-The Four Loko packaging is almost indistinguishable from other energy drinks or even fruit drinks
-Four Loko can be found next to the Smirnoff Ice's (containing 4-5% alcohol, while Four Loko contains 11%)
-The price point makes it accessible to, and even targets specifically, college-aged (or younger) drinkers (aka the least experienced)

For those AGAINST deceptive marketing:
This argument is mostly constructed on the belief that Consumers should be responsible for knowing the consequences of what they drink/consume
-The alcohol content is very visibly displayed at the point of purchase
-The top of the can states "this drink contains alcohol"
-People that have tried it claim that "It doesn't taste good. You know that it has alcohol"

Some of the most interesting topics were whether or not the consumer is aware but just doesn't care. In college, the perception of blacking out is that it is fairly common practice. People often brag about blacking out, so this is a guaranteed way to black out for $5. Another point is that college students consumers, independently, a lot of caffeine and alcohol, so why is there such an uproar about consuming them at the same time? Caffeine is an "up-er" and alcohol is a depressant. Most people start to feel the effects of alcohol "down-ers" so that they know they are getting drunk. But caffeine counter-acts this process and leaves the consumer a "raging drunk", literally.

But who's responsible? Should companies put this on the market? People are ordering Red Bull & Vodka, so why not package it, mass distribute it, and sell it for $2.50? Or should consumers have full control over what they are "consuming"? Who are they really targeting, 21+ or -21?

I feel like it's all quite simple. The drink is called Four Loko, "Four Crazies" and it's sold in liquor stores-- It's not for a calm night in. Also, energy drinks and alcohol-- it just sounds like a terrible idea.