One of memories of Psychology 101 is that people will retain brand preferences by the mid to late 20's for the better part of the rest of their adulthood so the

One of memories of Psychology 101 is that people will retain brand preferences by the mid to late 20's for the better part of the rest of their adulthood so the earlier you can imprint your product on them, the better the opportunity for marketing to work. It's also why TV advertising can charge so much more for shows with a younger demographic (> 18).