Friday, February 04, 2005

Virtual Contest

An ad on the radio this morning got me to thinking. . . . please fill in the blanks to complete the slogans. First complete response gets a virtual glass of Benzinger's 2001 Reserve Cabernet:

"_____, its what's for dinner"
"California _____, eat, love, repeat" (fairly new, might not be rolled out nationwide)
"_____, the other white meat"
"_____, since 6,000 B.C."
"_____, a can a week is all we ask"
"The incredible, edible _____"
"_____, what are you saving it for?"
"Got _____?"

For extra credit, which two slogans have been the least successful?


Blogger Tom said...

Ok, I'll bite

Beef,(no idea, I'll guess cheese), pork, wine, almonds, egg, wine, milk

Least successful: The two wine slogans

February 04, 2005 3:04 PM  
Blogger Huge said...

Tom: The second one is for Avocados (just heard it this morning and got me thinking).

You are absolutely correct that the two wine slogans are the worst, the question is (and its right up your alley) why?

February 04, 2005 3:18 PM  
Blogger Deena said...

Heh, I'd never heard the two wine slogans. But... "Wine, What are you saving it for?" sounds negative to me. I'm a bit of a clutterbug, and whenever my boyfriend wants me to throw some kind of junk out, he asks me what I'm saving it for. If I don't have a concrete response, into the trash it goes. The slogan sort of goes against the idea of wine being yummy and worth keeping around.

As far as "Wine, Since 6,000 BC" Well... it just seems kind of dry and remote. I think of Egyptians, and I don't really connect with that, you know? I liked it better once I googled it and saw the posters, but still... it reinforces the idea of wine being something that stuffy old people do.

I don't know thing one about marketing, but why not call attention to the good qualities in wine? Exciting, versatile, always more to explore? I'd go after women (women seem to be drinking more wine than men, from the statistics I read) by saying "Hey girls, why not drink something that's not bitter and won't make you bloat like beer? Does a glass full of luscious cherries sound good? Or you could kick back with the girls and enjoy a velvety smooth wine that reminds you of blackberries and chocolate." Of course, you won't get the men that way, but still...

Maybe the idea of wine being refined isn't so bad, anyway. Maybe market it to guys by showing a Don Juan being suave and drinking some wine while girls are falling all over themselves for him. Some beers make the 'refined' image work for them, why can't wine do the same?

Maybe something more like "Wine: a whole world of flavors" or something like that... (hehehe, well, I told you I wasn't a marketer.)

February 05, 2005 12:17 AM  
Blogger Huge said...

Good God, Deena! You've hit it on the head about a half dozen times. Yes, yes, and yes.

"Since 6000 B.C." emphasizes old people drinking wine and the product's stodgy image. "Wine, what are you saving it for" was, in my opinion, better because it encourages people to look at wine as something they can drink everyday, not just on special occasions.

Good comments.


February 07, 2005 8:35 AM  

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