Kmart Discontinues Sale of CD that Encourages Underage Drinking

National Council on Alcoholism & Drug Dependence
Wednesday, 11 August 1999

Responding to pressure generated by grassroots activists concerned about the health of children, Kmart, one of the nation's leading retailers, hasdiscontinued sales of "Frank and Louie's Greatest Hits," a compact music disc compilation which includes a dozen kid-friendly beer commercials voiced by the famous Budweiser lizards.

"Because we share your concern for the future of America's children and because we recognize that we, as a nation, share in the constant struggle to keep kids away from drugs and alcohol, we [have] removed this compact disc from Kmart store shelves," wrote a representative of Kmart's company headquarters to the president of the National Council on Alcoholism and Drug Dependence, Inc. (NCADD) which led the grassroots effort as part of its "Shame on Anheuser Busch" campaign.

"Kmart is to be congratulated for their role as a responsible retailer," said Max A. Schneider, MD, chair of NCADD's board of directors. "Their letter indicates they were an unwitting partner in an attempt by the nation's biggest brewer to deliver pro-drinking messages through a family recreational activity. By removing the CD from its shelves they are affirming their commitment against drug use of all kinds by children, including alcohol."

NCADD wrote to the chief executives of Kmart and Wal-Mart in May asking the stores to stop selling the CD when Anheuser Busch failed to respond to NCADD's concerns. At the same time, using the internet, NCADD provided its Affiliates and activists around the country with materials to raise local awareness about the CD and generate pressure on local stores. To date, Wal-Mart has not taken any action.

"Frank and Louie's Greatest Hits" features musical hits from the 60s, 70s and 80s interspersed with beer commercials which are voiced by a pair of lizards who have been seen on television by millions of American families.

NCADD believes that the CD is another indefensible example of how the nation's leading brewer tries to market its product among youth. Even Advertising Age, a trade publication not normally supportive of restrictions on advertising, has stated that "Anheuser Busch should know better." "Trying to exploit mass market appeal," declared the editors in an April editorial, "is off-target when a large chunk of the new audience is off-limits as customers for their product."

Materials to help grassroots activists put pressure on local Wal-Mart storesare still available on the internet at www.ncadd.org. by clicking on "Shame on Anheuser Busch" campaign.

The National Council on Alcoholism and Drug Dependence, Inc. provides education, information, help and hope in the fight against the chronic and often fatal disease of alcoholism, and other drug addictions. Founded in 1944, NCADD, with its nationwide network of Affiliates, advocates prevention, intervention and treatment and is committed to ridding the disease of its stigma and its sufferers from their denial and shame.

For more information, or to contact National Council on Alcoholism & Drug Dependence, see their website at: www.ncadd.org