you’re embarassing me, grandpa
By Pat Law™ • Jun 17th, 2008 • Category: The Advertising SlutGrandpas are regal, refined and respected. They may not be relevant, but like it or not, we respect them for their wisdom and wealth of experience built only with time and nothing but.
Brands find themselves having to undergo a makeover every now and then, so as to be remembered and relevant. Somewhat like how Grandpas would shock you with a hideous pair of running shoes in slacks, thinking they look like Sean Connery.
Makeovers are scary. If you find yourself a good plastic surgeon, like Martell has (remember that series of ads that said Your mum warned you about me… your dad may have mentioned me too.?), then good for you. Your marketing objectives of being remembered and staying relevant are accomplished. If you find yourself a bad one, then good luck. Michael Jackson of today is a joke for a reason.
I’m disappointed, and almost disgusted by leading French cognac brand Hennessy, for this:
No, I kid you not about the latest collaboration Hennessy has with Devilock, the famously radical (I’m being kind, I meant soft porn) toymaker. Here’s a couple of images more:
As my regular readers would know, I am both an avid toy collector as well as a serious whisky drinker. I gush over a SC Charity edition YOKA vinyl figure on one hand, and I pull a thick drawl off my trusty Johnnie Walker Black Label (or a 1939 Macallan if I’m feeling rich) on another. While I’d otherwise praise the collaboration and purchase one for keeps, I’m too preoccupied being disturbed by how much of a wannabie Hennessy has become.
You’re a premium luxury brand.
You’re an established cognac brand world leaders and icons have embraced over eras after eras.
You have more than 240 years of history.
You command respect, you don’t beg for it.
So. Hmm. What the fuck happened here? You freaked out at losing your market share to hipper cognacs and now you think you’re cool because you made a toy? 240 years of history taught you that? Suddenly, even your most dull looking customer, Kim Jong-il, looks cooler than you. At least he is keeping real.
Whoever’s responsible for this should be fired. Henessy Artistry sponsorship on MTV was bearable, even with androgynous is-he-a-guy-or-a-butch JJ Lin, but this toy collaboration has left me embarrassed to say the least.
Via: High Snobiety
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Pat Law™is a Digital Strategist who, in her time in the Adland, has marketed a range of global brands including adidas, Cadbury Schweppes, Chrysler, Harley-Davidson, Hewlett-Packard, Johnnie Walker, L’Oréal, and Royal Salute. A self-confessed Social Media junkie, Pat has since joined the 360° Digital Influence team at Ogilvy PR. Pat also writes for iSh, LOTL International, and Singapore Architect.
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*squints* The toy doesn’t even look well-made. Paint inside the lines, people.
i’m very disappointed too. well, so long as the single malts stays sober, i’m still ok. heh.
pardon me for the gross grammar error. stay sober, i mean.
omg…freaking horrendous.
this is a prime example where collaboration went sour or keraazzzy. which side of the demographic they trying to catch?
sooo totally agree with u. is-he-a-guy-or-a-butch? i tot only moi who thinks that.
Made in China, for sure.
En, perhaps, knowing the industry… they were probably given like, 3 days to produce the toy. Heh.
Hamie, I don’t get you…
bidarlah, the “everyone anywhere anyhow” demographic.
barffie, and why would you say so?
referring to the single malt brands not attempting to do such things to themselves as Hennessy = staying sober. single malt are the premium among whiskeys around. oh, but what am i saying?! Hennessy is cognac! thousand apologies…….
grandpa’s second childhood in action, maybe?