Fad

Earlier this year there was a new 'fad' of drinking 4 lokos, an alcoholic energy drink that I've heard will make you go crazy/ not allow you to sleep.  Now, there's Smirnoff's ICED campaign where you take a knee and down their beverage.  It's the 'cool' thing to do.  I don't get it.  How can there be fads on alcoholic drinks, more importantly why?  Who even has the time to come up with such silliness, get a real job.  Some things I will never appreciate as a young adult-- I think I'm okay with that.