Notorious Beam Team

Interesting story from a disgruntled travel writer called Christine Gilbert, on Almost Fearless...

"The recent Spirit of Exploration Contest held by Bombay Sapphire (the gin in the blue bottle) asked bloggers, like me, to write a single essay about, wait for it, The Spirit of Exploration. At first I thought this was a great idea and even sent it to some of my online contacts encouraging them to submit. But it occurred to me: this was a blog with no traffic, they wanted free content from bloggers, the bloggers would hopefully send their readers to the site and if you won (by getting the most positive votes, ie. you sent the most traffic), you get a jpg icon that says “Bombay Sapphire Winner” to post on your blog. You write, send them traffic and get nothing but a jpg I could have made in Photoshop.



Disappointed, I decided to write a snarky version about the Spirit of Exploration and submitted it as my form of protest. I began,

“The “spirit of exploration” is a carefully designed play on words intended to make you purchase high end liquor.”

I then proceeded to cram the essay full of random observations about travel, listing as many countries as I could and generally being a wise ass. They posted it. Clearly they weren’t even reading these things. If you’re curious, you can read the full version here."

It's a great example of how decently brands should treat people but don't. Whoever was running the Bombay Sapphire blog really should have known better. Because this is quite embarrassing.

It also highlights the delicate way that blogger initiatives need to be executed. There's nothing worse as a blogger than to get some ill thought out, flaky approach from a brand your not really engaged with.

A week or so ago I entered the Berocca blogger relief competition and somehow sneaked through and won. They sent me a blogger relief pack which is full of things to clutter up my desk a bit more. All of it themed around stress busting...

Here's the blurb from their site:

"Blogging can be stressful. We live in a world where millions of people
read and demand new content from websites every day.

The Blogger Relief Pack comes to the rescue of those tired minds. Be part of the Blogger Relief campaign to rescue those we rely on to feed our insatiable hunger for the weird wide web.

If you’ve got a blog, fill in your details and you could receive a Blogger Relief Pack from Berocca. Keep on blogging and we’ll feature some of the best blogs we see on this page in the coming weeks."

So in my pack I got:

A tube of Berocca and a branded glass



A stress pen holder



A stress relief button that triggers an explosion on my computer screen





In addition to this was a stress ball that has been causing chaos and a device that makes the sound of popping bubble wrap. Odd. But fun.

It's a great idea and has introduced me to Berocca. Having never tried it before this programme has transformed me into a bit of a brand fan... I've already written about Berocca three times now. Not to mention I have now got Berocca related goodies strewn around my desk.

Importantly, I opted in to this promotion and have been given the chance to opt out. This fits in very well with Seth Godin's marketing principles. I wonder if similar schemes could work for our brands?

so long as I get one!



"Blogging can be stressful. We live in a world where millions of people
read and demand new content from websites every day.

The Blogger Relief Pack comes to the rescue of those tired minds. Be part of the Blogger Relief campaign to rescue those we rely on to feed our insatiable hunger for the weird wide web.

If you’ve got a blog, fill in your details and you could receive a Blogger Relief Pack from Berocca. Keep on blogging and we’ll feature some of the best blogs we see on this page in the coming weeks."

It's a great mechanic and a very well targeted initiative. Seth and co would be proud.

Visit Berocca's site here.

From NotCot:


"Classic Italian yacht maker, Riva, (yes, the ones that you can stick a Lamborghini engine in) teams up with Veuve Clicquot in their latest beautiful design collaboration, that makes me dream of living the dolce vita lifestyle, and has me desperately yearning to hop a plane back to Italy to relax on Lago di Como.

They have launched La Grande Dame by Riva Collection which includes three products in mahogany, chrome and leather - the Cruise Collection, Cruiser Bag, and ice bucket ~ the Cruise Collection contains 4 bottles of La Grande Dame 98, 2 magnums of La Grande Dame 88, 6 champagne flutes Riedel and 6 water tumblers, plates, table mats and cutlery ~ the Cruiser Bag contains a bottle of La Grande Dame 98 and two champagne flutes. Full photo spread to help you fantasize about the Riva/Veuve Clicquot lifestyle on the next page… as well as some background on the incredible story of Riva… and i found some amazing original sketches of the various Riva boats over the last 40 years worth taking a peek at!

p.s.
no, i’m not condoning drinking and boating ~ have a designated driver?

And on a side note ~ for those of you unfamiliar with Riva… to be honest it was vaguely familiar with it, and upon a call to my dad, i’ve suddenly spent the last few hours flashing back to the 70’s hearing his tales about Riva’s in their prime, family friend, Gino Gervasoni, who was partner to Carlo Riva since 1950 and took over in 1971, how the owner of some of the hottest Singapore nightclubs now used to be the main Riva rep for all of asia… so, surprisingly, i must say, one of the awesome perks to running this site, is getting a chance to find out more of the secrets in my parent’s pasts!

As for Riva - the story dates back to 1842 Lago di Como (see the full story at the bottom of the post) ~ It stays in the family generation after generation ~ they start mass producing in the 50’s as waterskiiing begins to take off ~ and it really becomes seen as the Ferrarri/Lamborghini of the sea in the 50’s, 60’s, and 70’s when they capture the attention of the film world (yes that’s Brigitte Bardot in ‘68 in the bottom left of the top image) ~ in the 70’s they introduce Fiberglass production ~ in 1969 Carlo Riva sells the yard to the American company Whittaker ~ and Gino Gervasoni, his partner since 1950 takes his place ~ in 1991, Rolls Royce takes control of the company and Gervasoni (married to Carlo Riva’s sister) steps down, ending the family legacy with the company ~ and in 2000 Italian Yacht powerhouse, Ferretti, takes over and continues to run Riva today. Going through the history in pictures is a fascinating quick study on the history and evolution of the luxury/speed boat industry, and the images and stories of the 50’s, 60’s, and 70’s seem like such a romantic, nostalgic, fun era to have missed out on!







1) Cruise Collection: a “made to measure” piece and costs $80,000 - comes with 4 bottles of La Grande Dame 98, 2 magnums of La Grande Dame 88, 6 champagne flutes Riedel and 6 water tumblers, plates, table mats and cutlery.


2) Cruiser Bag: Limited Edition piece (only 300 pieces available) - includes a bottle of La Grande Dame 98 and two champagne flutes. Available from July and costs $425

From a design standpoint, i can’t not share some of the gorgeous sketches of Riva’s boats as well!



I love this “myth” of Riva:

The Riva myth starts on the banks of Lake Como, in Laglio, in 1842. One Spring day a fisherman arrives from Sarnico, a village on Lake Iseo in the province of Bergamo. Stunned by how the young Pietro Riva, born in Laglio on 12 March 1822, is repairing his boat that has been damaged by a load of bricks, the visitor proposes he go to Sarnico to repair two boats that have been damaged by the Oglio River bursting its banks and throwing them against the rocks on the river bed. Covering the seventy miles that separate the two lakes marks Pietro’s emancipation and the birth of Riva’s history.

Pietro’s skill is noticed once again in a wooden hut on the River Oglio and his ability as carpenter finds an environment willing to offer him boats both to repair and build. The first commission he receives is for a “fishing boat and Comacine type rowing boat”, probably a streamline “inglesina” for one, two and three rowers. The young Riva is able to set himself up and, ten years later, marry Lucrezia Taroni. They have five children: Angelo, Francesco, Ernesto, Erminia and Luigi.

Ernesto is sent to Laglio to learn the trade and on returning to Sarnico joins his father as a skilled carpenter. He senses engines are the future and proposes they build larger models. A new yard is needed, built on the other side of the bridge over the River Oglio: it is the so-called “tesone”, due to the particular type of roof. Business increases rapidly.

In 1881 Ernesto Riva marries Carolina Malighetti, with whom he has six children: Francesco, Angelo, Serafino, Mauro, Anna and Pierina. In the meantime Ernesto is commissioned to make the first motorboat. Success encourages him to build one of his own. He proposes the first tourist trips on the lake with this boat that he calls Sarnico. In particular the trip to Montisola, the largest lake-island in Europe, includes a visit to the shipyard at lunchtime. Mrs. Riva’s kitchen turns into a restaurant that honours the local gastronomic tradition and livens up holidays in particular."

Another great example of Veuve Cliquot's PR/Blogging design programme. As ever a very well matched partnership that adds to their premium image and gets Veuve talked about.

From Where's the Sausage:

"A great column by Professor Mark Ritson in Marketing last week, taking about the importance of authenticity. Had me nodding my head vigorously from start to end. Here's why:

Consumers have always wanted authenticity: Mark says:

"Consumers want brands burned with the mark of their founders, not artificially engineered by their agencies. They want to know who made the brand, where and why".

Great quote. It sums up pretty well the whole idea behind this blog and my belief about brands based on substance, not spin. Most of the brands blogged about here are "burned with the mark of their founders" (e.g. innocent, Apple, Gu, Method, Harley Davidson. Aston Martin).

Consumers are smart: you can't invent authenticity. You either have it or you don't. And trying to invent it may work at first, but you're likely to get found out. As Mark says, "Most consumers are a lot smarter and more genuine than the marketers who target them."

"Beware the tenuous celebrity link up: Another campaign I've struggled with is Gordon's Gin using chef Gordon Ramsay in its ads. The main reason seems to be that he shares the name Gordon with the brand (and he's demanding of quality, loves Gordon's gin etc.). The problem is that this bloke also endorses loads of other products. And Mark suggests they should have done more with the story of the real Gordon, Alexander Gordon, who created the brand over 200 years ago."

I found this on PSFK and Springwise so it's pretty hot. It picks up on a desire of food and drink brands to tap into the burgeoning world of food and drink blogging.

"SOOPZ is a network of food bloggers. Ever so often, we’ll get approached by someone who wants to raise awareness for their food products online (like me and my dulce). The SOOPZ network is perfect for this, because I haven’t met a food blogger yet that doesn’t love free food.

Over time, the network will grow and the amount of food we give away will increase. For now, we’re a happy family of about 200 food bloggers (we call them Sooper Heroes) ready to taste some of what you’ve got. Want to become a Sooper Hero?"

Here's the chat from Springwise:

"There's no such thing as a free lunch—unless, of course, you happen to be a food blogger. Food manufacturers tend to be liberal with their samples when it comes to gaining exposure through influential voices, and one New Orleans-based blogger has turned that into a defining feature of his site.

On BlakeMakes.com, Blake Killian has developed SOOPZ, a network of 200 or so readers who are also food bloggers—"Sooper Heroes," as he calls them. Manufacturers send multiple samples of a particular item to Blake, who announces that they will be given away through his site. Registered Sooper Heroes can then sign up to receive some in exchange for at least the possibility that they'll write about them on their own blogs. Most recently, for instance, TCHO—the chocolatier we featured not long ago on our own pages—donated a bunch of its chocolate bars for giveaway to the SOOPZ network. Before that it was Sucre chocolate. Since the site's founding last May, Blake has even started developing a line of his own products, starting with Peanut Butter Dulce de Leche—of which he's given away more than a hundred jars through the site. Future plans include videos and a cookbook as well, Blake says.

Whereas food brands have increasingly begun seeking out blog exposure, traditionally that's happened just one blog at a time, and on the brands' own initiative. By acting as an intermediary, BlakeMakes.com is turning that model on its head and giving companies quick access to many bloggers in one shot. Bloggers get free food, companies get free publicity, and everyone gets happy. If you're in food, better start lining up now...!"

I wonder whether this would be a good move for any of our brands?

All from The Scotch Blog back in October 2007. Not quite sure how I missed it?!

"Canadian Club, a product of Beam Global Spirits* is about to roll out a new ad campaign.

The concept of the campaign? Your Dad was much cooler than you are.

Yep that's right - they are saying it's cool to drink whisky BECAUSE your dad drank it, not despite it.

They are also saying that your Dad was probably more of a man than you are.

According to the press release:

The thought-provoking campaign challenges consumers to embrace their dads classic masculinity, most visibly expressed through their choice to drink Canadian Club whisky cocktails. In launching Damn Right, CC invited Beam Global employees to search through their photo albums to submit images that epitomize the campaign."

And here are some of the comments. It's certainly getting talked about. But for the right reasons? You decide.

"Bravo to Beam for missing two HUGE problems in one ad campaign!
The first, more obvious one, is that the modern drinker barely resembles the drinker of the 60s and that's a good thing. Today's drinking culture in the 25-40 range is way more realistic about how alcohol fits into their lives. My dad's generation of drinker drank for a lot of the wrong reasons and attempting to make nostalgia from that is, well, pathetic.

Second huge problem is further alienation of the female whiskey drinkers at all ages. How many women want to idolize their fathers when he was aimless and drunk? It's not so much that this ad campaign isn't tartgets towards women... that's 95% of all drinks advertising. It takes an extra special effort by a drinks company to insult female drinkers with an ad that's misogynistic today and nostalgic for more misogynistic times in the past.

Oh, and a small aside. What the hell is that lime wedge doing in that drink? Are they implying that drinkers from the 60s drank CC with a wedge of lime? Maybe Darcy from Art of Drink can help us figure that one out.

Posted by: Brian | October 25, 2007 at 08:29 AM

- Your Dad didn't hug you because he knew what a baby you'd grow up to be anyway

- Your Dad didn't have AAA

- Your Dad smoked while pumping gas

- If Dad was doing the dishes, it must have been Mother's Day

- Dad is the reason they call Vegas "Sin City" now.

Posted by: Rick | October 25, 2007 at 03:01 PM

Love this story, but the campaign is totally off the wall (even if I might get a little 'respect' from my kids!). What were the CC guys smoking when they signed this off?

And why does the ad only show the top half, and not the body copy when you click on it?

Posted by: Ian Buxton | October 25, 2007 at 04:31 PM

My Dad drank wine.

Posted by: Japanesewhisky | October 25, 2007 at 08:33 PM

"Your Dad wasn't your Mum's last."*

*A new neanderthal nostalgia styled Ad for white wine spritzers?

Posted by: Japanesewhisky | October 25, 2007 at 08:46 PM

If the expression "this is wrong in *so* many ways" didn't exist, it would have to be created for this ad.

Posted by: James Campbell Andrew | October 26, 2007 at 03:50 AM

How original. Another ad campaign that reinforces stupid ideas of masculinity and femininity. CC, it is disappointing that this is the "best" that you can come up with. Indeed, I have thought more about CC in the past 24 hours than ever before, but I will not be stopping for long, and, yes, I will be "drinking smart."

Wendy
Ontario, Canada

Posted by: Wendy | October 26, 2007 at 09:12 AM

Your dad sometimes hit your mom.
Your mom was kinda slutty.
Your dad didn't cry at the end of grays anatomy.
Your dad did cry at the end of cheers.
Your dad was a homo.

Posted by: pat vipp | October 26, 2007 at 10:24 AM

Your dad's crewcut had your mother's blood in it.

Posted by: Bob | October 26, 2007 at 03:35 PM

Well, one thing's for sure: in advertising there's no such thing as negative publicity. The campaign hasn't even officially started, has it? Yet it is being blogged all over the place. They don't need to pay Playboy to run the ad, who will love it BTW, we're running it for them. The word of mouth of it will be great. The underage crowd, who are also a huge market for them, will eat this stuff up. Sure beats their pretend Russians ordering CC ad.

Will it make me buy CC? Um, no, not before and not now. Will it make me drink whisky cocktails? Um, no, not before and not now. Will it make me buy faux wood paneling for my basement? Well, actually I like faux wood paneling but that's beside the point. I don't want my old skinny leather tie back either... but it is an effective ad as it makes you think and Real Men(TM) are back for sure today. Tough is back. Will and Grace are off the air.

My real problem with the Canadian Whisky market today is that they are being rewarded for 'innovations' such as $150 no age Canadian Whisky. Crown Royal XR started it and now Wiser's Red Letter is next. I would never buy them even if they came with a coupon for fake wood paneling.

Posted by: Harry Pulley | October 27, 2007 at 07:12 PM

Ian- You have to change the zoom level to 50 or 75%.

Posted by: docholiday | October 28, 2007 at 11:41 AM

Thank you, docholiday. I found the little critter and now it works fine - you learn something new every day!
I've got real wood panelling in my study - well, traditional painted tongue and groove, but not as 'groovy' as the swinging cat in the ad.
And love that copper galleon - where can I get one of those?

Posted by: Ian Buxton | October 28, 2007 at 01:45 PM

Remember an ad is aimed at a target audience, they don't care about what anyone else outside the target audience thinks. Therefore, I think it's a successful campaign because the demographic they are aiming this campaign for is going to eat it up and love it.

Posted by: Rod | December 25, 2007 at 12:31 AM

Not sure I agree with your idea that ads like this are aimed at a target audience - as far as I can tell This ad was meant to be placed in a variety of periodicals (Not just "Guns & Ammo")

But even if it were a true statement, how can you measure the success of an ad like this? If self-proclaimed misogynists start buying more CC?

Posted by: Kevin Erskine | December 28, 2007 at 09:08 PM

Great advertising! Provocative, runs against standard PC, and brings all the 'hate-male'rs out in force! Sod 'em, I love it (but then, I liked my Dad, too).

Just needs a little more irony to be truly cool.

Posted by: Stuart Mackay (a Scot) | January 22, 2008 at 06:04 AM"

The advertising has tapped into something of a zeitgheist. Let's see what impact it has on sales and how it gets activated in bars and on the internet and outside of the USA etc.

The clever chaps at Guinness have got a blog to support their work in the UK. It's a great way for them to support their brand activity and generate buzz and build a community.

It's from here for instance that they launched Guinness Red in selected bars around the country - giving the participating bars publicity and extra footfall.

It's a great piece of communication and should be an important component of any brand's activity.

Here's what they have to say Guinness Red:

"For more than 2 years we have beavering away on our newest baby - Guinness Red and it is fantastic to be able to finally set it loose on you all!

As you may have seen over the last week we have started to install Guinness Red in pubs all over the country and we will be continuing more of the same for the next week or so until we are in over 140 pubs from Bournemouth to Aberdeen and Cardiff to Newcastle.

Because it is only a test at this stage (we are keen to see what everyone thinks of it first before launching it fully) we are in a small number of outlets - 141. So far, it is available in all 71 O'Neill's"

From NOTCOT:

"Next in the ever growing family of Absolut fruit flavors… PEAR. And this time they are selling it with some gorgeous videos of things being blown up… from apples, espressos, watches, donuts and more… (see videos below). Apparently this is the Absolut Temptation."

What's really cute about this is the way they provide bloggers with all the tools required to make this go mega viral.



One of the other cool things is the way the let you create your own temptation video... I'm sure this could get a lot more sordid!



Another great way of showing what a brand's global website can do as well as highlighting that spirits drinkers, shock horror, do use the internet. I think this would have been better had Absolut let go a little bit more. But I guess with booze it's normally safety first.

Visit the Absolut Pear site here.