Control is a craft beer-inspired mocktail brand for 13 – 17-year-olds. It is based on mythical creatures with positive messages that talk about how to control themselves and make the right choices. Teenagers must learn how to control themselves to learn how to control the creatures, as the creatures are just imagines of themselves. Teens are encouraged to control how they act, stand up for themselves, be smart with who they hang around with, and speak up when they don’t want to do something. I think alcohol can be a problem when there’s peer pressure and bad decision making. Most teenagers start drinking and going to parties nearing the end of high school which is the age group I’m targeting as we don’t see many drink brands that target that age. My main goal for my project is to show teenagers that it’s okay not to want to drink and that you shouldn’t need to drink to have fun, and to make it socially acceptable to choose not to drink but still feel like you’re part of the group.
