Desperation in the marketing department of Blue Nun, the classy
(not) Leibfraumilch brand, has led it to join up with the cult film
Sing-a-long-a Sound of Music. The brand, anxious for some of the show's
kitschness to rub off on it, is sponsoring the event.
The Spirit Group was appointed to the account what seems like an age
ago. And it was, literally. Yes, to add insult to injury, the agency has
taken two years to develop a campaign to make sensible drinkers, who for
years have shunned the Nun as an overly-sweet, frankly nauseating
tipple, think that it's cool.
Well, it's not. And it'll be interesting to see what happens to ticket
sales for Sing-a-long - which hands out a bottle of bubbly to the
best-dressed punter of the night - if the organisers are forced to hand
out crates of Blue Nun. "It's the wine your friends and guests will
notice," the press release burbles excitedly. Yes - shortly before they
head swiftly for the exit.
It's doubtful even Sing-a-long regulars, such as Marcus Brown and James
Murphy from Rainey Kelly Campbell Roalfe/Y&R, will dress head-to-toe in
leather and habits to win litres of warm paint stripper, let alone the
public. Someone should warn them. Perhaps an ad campaign ...