Submission Number: 00135
Commenter: Bridget DeRollo
Agency: Federal Trade Commission
Initiative: Proposed Consent Agreement In the Matter of Phusion Projects, LLC; Jaisen Freeman; Christopher Hunter; and Jeffrey Wright; FTC File No. 112 3084
Attachments: No Attachments
With all due respect, please accept this letter as a voice of major concern regarding the Four Loko product. I have heard, first hand, from especially young people, the appeal of Four Loko. It matches what youth are looking for: a cheap product, and getting very drunk fast. But most youth also don't understand that this product contains the approximate of 5 standard drinks. This is not only irresponsible but very dangerous. Four Loko's packaging is very misleading in that it looks like a benign product similar to that of a super sized soda. At 23.5 ounces and 12% alcohol, this product is comparable to drinking a 750ml bottle of wine. But most people don't view a bottle of wine as a single serving and proceed accordingly. With Four Loko, it's a very different story. With it's grand appeal to predominately underage drinkers, this product is misperceived as a single serving, its sweet taste encourages faster consumption, its packaging looks nothing more than a soda- a recipe for disaster. If safety is of utmost importance, Four Loko should reduce its volume to a single size container with a lower alcohol content and make it very clear that this is an alcoholic beverage. It is plain to see that youth are the primary target audience and consumers of this product. It is clear that Phusion Products' marketing strategies have been successful in meeting an impressionable, vulnerable audience and were able to evade government regulations that are in place to ensure safety to the public. When does there come a time when we, as responsible adults in positions where we have the authority and ability to do what's right, take appropriate steps for the safety and welfare of others. This product is a blatant display of how regulation seems to have turned its back. Please, reconsider your position on this product. Thank you for your time and consideration.