The Message In The Bottle - The Brewer - "Avatar"

Annalyises of audience helps in making your message appealing to them. In an attempt to engage their target markets in relevant, compelling, innovative, and "cool" new ways, Molson launches a website where students can create their own Avatars and learn tips on drinking responsibly. Q: Corporations are often several steps behind in recognizing what young people find "cool". Do you think their new website http://herestomychoice.com is effective? What are some other ways a company like Molson could effectively connect to youth culture?