How do you explain the use of marijuana? Advertising?
As Bully pointed out, there are some things that people gravitate to. Not saying advertising doesn't work - unless your the Huuuuuuuge Kia guy in which case I would never buy from him - but there are some things that don't need a "sell". Beer and college kids, perfect together (my apologies to the State of NJ who used that perfect together slogan a century ago).