The influence of alcohol industry-sponsored “Gulder Ultimate Search” reality television series on the drinking behaviors of Nigerian youths

Abstract

Background: Alcohol consumption among youths and its related problems are increasing in Nigeria. Whilst one of the reasons for this is due to the marketing activities of the transnational alcohol corporations, there are no written national alcohol control policies that regulate alcohol marketing in Nigeria.

Methods: This article draws on in-depth interviews with 31 Nigerian university students (aged 19–23 years) to explore the extent to which the “Gulder Ultimate Search” (GUS) reality television show influences alcohol consumption amongst GUS contestants, television audiences and those who participate in GUS promotional activities.

Results: The results show that GUS was very popular amongst students and their knowledge of the reality show was high, to the extent that they were able to identify the particular alcohol company that sponsors the reality television program, the number of contestants that compete for the prizes in each season, and what can be won by the contestants or television viewers. GUS influences the drinking behaviors of contestants because one of the criteria for participation is to present 10 or more recently used “cans” of “Gulder beer” during the screening exercise. GUS also appears to influence the drinking behaviors of television viewers and those who participate in promotions due to product placement, direct advertisements and promotional activities that accompany the “Fan-Based Edition” aspect of GUS.

Conclusion: Overall, GUS is a disguised marketing strategy to promote brand awareness, and to increase sales and consumption. Alcohol control policies that regulate event sponsorship and promote public health should be implemented in Nigeria.

Keywords:

• Alcohol marketing
• Gulder Ultimate Search
• Nigeria
• sponsorship
• students

Acknowledgments

My special appreciation goes to all the participants in this study for discussing freely about their alcohol use. I very much appreciate Dr John Gardner for his suggestions and comments on the earlier version of this paper.

Funding

This work was supported by a Mildred Blaxter Post-Doctoral Fellowship from the Foundation for the Sociology of Health and Illness (R33409). I would also like to thank the Tertiary Education Trust Fund (TETFUND) that funded my doctoral research.

Notes

¹ An “Ultimate Treasure” could be an art work, such as a sculpted head or “Staff of Office” of a known king or warrior, etc.

² Gatekeepers are previous winners of GUS.

³ Anambra State is one of the 36 states in Nigeria. It is located in south-eastern Nigeria; the state hosted the 2014 GUS edition.

⁴ The Igbo ethnic group is one of the three major ethnic groups in Nigeria. They live in the eastern part of the country where the data for this study were collected.

Additional information

Funding

This work was supported by a Mildred Blaxter Post-Doctoral Fellowship from the Foundation for the Sociology of Health and Illness (R33409). I would also like to thank the Tertiary Education Trust Fund (TETFUND) that funded my doctoral research.