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Topline

Pepsi tapped into a TikTok trend with a new campaign featuring actor Lindsay Lohan promoting “pilk,” or “dirty milk” an uncommon combination of soda and milk that’s been baffling consumers on TikTok in recent months — though its roots go back decades.

Key Facts

Surprising Fact

In addition to “pilk and cookies,” Pepsi also introduced the “naughty & ice”—a mix of milk, heavy cream, vanilla creamer and Pepsi, as well as several other variations, including the “chocolate extreme,” the “cherry on top,” the “snow fl(oat)” and the “nutty cracker.”

KeyBackground

Pepsi is not the first major brand to capitalize on a social media trend. Last Year, Starbucks introduced the iced matcha latte with chai and the “pink drink remixed” (Starbucks’ strawberry-acai pink drink with vanilla cold foam)—two off-menu drinks popularized on social media—allowing customers to order the drink through a links on Facebook and Instagram. In September, Dunkin Donuts unveiled the “Charli,” a cold brew with three pumps of caramel swirl named after Gen Z TikTok star Charli D’Amelio.

Tangent

TikTok users have grown accustomed to finding trendy recipes and strange food challenges on the platform, although some of those challenges have been called out as dangerous, including the “NyQuil chicken” trend this summer, which prompted the Food and Drug Administration to issue a statement , warning it can harm people who eat it and “even cause death.” The viral Tide Pod challenge that dared people to consume laundry detergent also became viral, and led to a warning from the American Association of Poison Control Centers over concerns it could cause seizures and death.

Further Reading

Pepsi wants you to drink soda mixed with milk this holiday season (CNN)

Pepsi® Invites Fans to Join the Naughty List This Holiday Season With “Pilk” And Cookies – A New “Dirty Soda” Holiday Tradition (Yahoo Finance)

Today, the amount of binge drinking that goes on in middle age is, Angus suggests, pretty comparable to rates among our younger colleagues. Because for your big night out to qualify as a “binge”, you need only sink six units if you’re a woman (that’s two large glasses of wine or a couple of strong cocktails), or eight units if you’re a man (about three pints of cider, four of normal strength beer or five bottled beers).

The other thing to be aware of is that one size does not fit all. “I really think the definition of binge drinking should be different for older adults,” says Tony Rao, visiting researcher at King’s College London. “We currently have the same definition of binge drinking for a 20-year-old as we do for a 70-year-old, and that’s not good for public education or health.”

Susan Laurie, who delivers workplace webinars on mindful drinking, agrees. “Once I hit 40, the impact of alcohol really cranked up a gear or three,” she says. “The older you get, the less forgiving your body and mental health are. My ‘hangxiety’ – those anxious feelings the morning after – would be sky-high.”

The danger of midlife bingeing

“The fancy name for the problem here is ‘zero-order kinetics’,” says Rao. “Basically, no matter how much you drink, your liver will always process it at the same rate.”

That rate is roughly one unit an hour. “If you have binged on eight units of alcohol, it’s only going to be fully metabolized after eight hours. After an hour, you’ll still have seven units of alcohol in your bloodstream.”

The extent to which this is risky, he suggests, varies from person to person, increasing for women, those with a brain injury, heart or liver disease – and older people. The liver shrinks and its function deteriorates with age. “The older you get, the smaller your liver, especially among women, so the rate at which you metabolize alcohol is probably even slower. Toxins therefore stay in our blood for longer, doing more damage to our health.

“Your brain also becomes much more sensitive to alcohol, so you’ll be sedated much more quickly. Plus, you have less water in your blood, so the alcohol is more concentrated.”

What happens that night

You’ve dusted off your glad rags, dashed to the office party, and propped yourself up at the bar. Things are looking up. “When we drink alcohol, one of the first regions of the brain affected is the prefrontal cortex, which is responsible for our higher thought processes, such as decision-making,” says Sally Adams, associate professor at the University of Birmingham’s school of psychology , who specializes in the areas of alcohol use and hangovers.

In some ways, this is great: less-inhibited-me is so much more fun… except bingeing clearly leaves you at greater risk of accidents caused by impaired judgment and co-ordination (the so-called “acute risks” of drinking ) than imbibing the same quantity of alcohol across a week. The most probable type of risk changes as you get older, too. You may have matured out of Foster’s fueled bar fights, but as Angus points out: “Older people are more likely to binge drink at home and are more susceptible to acute risks, like falling down the stairs while doing so.”

Other potential, well… downers, including the possibility, for men, that heavy drinking will make it difficult to get, and keep, an erection. Have you ever heard of “holiday heart syndrome”? While a heart attack is caused by a lack of blood supply to the heart, HHS occurs when binge drinking disrupts the firing of the electrical impulses that usually regulate our heart function.

This results in irregular beating, leading to a sudden lack of blood supply to major organs such as the brain and kidneys. “Not only does repeated binge drinking – once a week or more – increase the risk of permanently high blood pressure,” says Rao, “but a single episode of binge drinking also raises blood pressure. Both raise the risk of stroke, particularly in older people.”

The morning after

Oh, dear lord… the dry mouth, the pounding head, the seasick stomach. But most of all, the incessant self-questioning: what did I do? What did I say? Welcome to the world of midlife hangxiety.

“The changes we see in neurotransmitters in the brain do not go back to normal after drinking,” explains Adams. “We see a rebound effect, where our brain is trying to bring neurotransmitter activity back to our usual levels, but it overcompensates.” After the high must come the low.

She suggests that we may feel that we experience worse anxiety as we age as we are “out of practice” when it comes to binge or heavy drinking. Rao, though, points to biological reasons for your