Niilo22 stops promoting energy drinks in his videos

YouTuber Mikael Kosola, known as Niilo22, has stopped drinking energy drinks and no longer wants to promote them in his videos, Yle reports. He made the decision after accepting a 66-day challenge in Yle’s Perjantai documentary.

Kosola used to drink half a litre of energy drink every morning before his coffee. In the evenings, he sometimes drank so much that he could not sleep.

When fans sent him energy drinks, Kosola reviewed them one by one in tasting videos on his YouTube channel, which has more than 100,000 subscribers. Different energy drinks have received extensive exposure on the channel for 15 years.

Last spring, Kosola decided to end what he described as the circus surrounding his dependence on the drinks. He also wanted to stop exposing his young audience to products that can be harmful. Kosola believes some young people may have started drinking energy drinks because of his videos.

Despite announcing that he had stopped, Kosola later received a surprise delivery of 48 cans at his home. In the summer, another pallet arrived.

Government preparing sales ban for under-16s

Energy drink sales in Finland have grown sharply. The S Group and Kesko told Yle that sales have almost doubled since 2019. The S Group said its largest stores can stock more than 100 different energy drinks.

Jenniina Sihvonen, a senior university lecturer and researcher at the University of Helsinki, said the growth was partly linked to coffee no longer having the same role in young people’s lives as before. Regular energy drink consumption can begin as early as primary school age, she said.

The Finnish government is preparing legislation that would ban the sale of energy drinks to people under 16. A similar proposal was considered by the previous government, but it was not then considered to have sufficient grounds.

The Finnish Institute for Health and Welfare has since become concerned enough to recommend that sales be banned for people under 18. Some shops have already voluntarily applied an age limit of 15 or 16, but this has not had the desired effect.

Energy drink availability is being restricted because the drinks can cause several harmful health effects in children and young people, including sleep disorders, increased blood pressure and dental problems. Caffeine can also cause dependence.

Young people help market the drinks

Marketing energy drinks to people under 18 is discouraged in Finland, and guidance has been issued on the matter. Following the guidance is voluntary.

Young people are more susceptible to advertising and should therefore be protected, Sihvonen said. Energy drink brands also have a different social value from coffee. A can can communicate a person’s identity and help them feel part of a group, she said.

Social media and sponsorships have helped create ideas about what kinds of people drink energy drinks. Different brands have their own users based on lifestyles and purposes, and a particular can may be held visibly in front of others.

Recommendations from friends play an important role in energy drink purchases. Young people effectively carry out the marketing themselves, and this cannot be restricted by any authority.

For companies, such recommendations are free advertising and are often considered the most credible form of promotion.

Packaging encourages people to try new products

Kosola had tried to stop drinking energy drinks before. His previous attempt began well, but he bought a new flavour after noticing it in a shop, and his old habits returned.

New flavours and limited editions are effective marketing tactics for maintaining customers’ interest, Sihvonen said. The appearance of the packaging is also important. Some cans even have embossed surfaces designed to feel pleasant.

The cans are clearly designed to be attractive, Sihvonen said, adding that the huge range of products also encourages people to try them.