Belvedere Vodka is like many other alcohols in the way they promote themselves using social media. Since this is a world where the organizations with the new technological advances have the power and the other companies which do not adapt to new trends i.e. social media, are suffering terribly. In marketing alcohols, however, governments have certain regulations on how they can promote certain drinks. As my friend has mentioned on his blog a few weeks ago (https://blogs.ubc.ca/kevingrewal/) Belvedere has found a way to brand themselves without breaking any government advertising law. With a grand prize of cash and a “dream job” as a Global Ambassador for the vodka, Belvedere has gained “unregulated advertisement”.
Alcohols should be able to promote their product, however, by having drunk individuals drinking their vodka and displaying it for the world to see is not ideal promotion. It creates great controversy for younger audiences who are under-aged and have great accessibility to the internet and are able to see these videos on youtube and facebook. They are being influenced to drink at an earlier age with all the “unregulated advertisement” on the internet. Although it may be excellent for the firms with almost free publicity, it harms the youth who are exposed to these videos. They may believe that the way the videos are aimed at showing the uniqueness, creativity and passion for drinking Belvedere, it promotes a more desirable image for youth to consume the drink. I think that in this new era, even these free promotional videos should be regulated.