DIARY: Blue Nun plans twin sacchrine assault in Sound of Music link

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 ...