I started to write a thought piece on drinkability...what it means, what it stands for, its hopes and dreams, who it voted for in the last presidential election, whether it paid its taxes on time, whether it owns a dog, if drinkability were an agency, what agency would it be, who's a drinkable American Idol judge....
So many questions. The problem is, I have to go on vacation. I'll think on it and report back with my conclusions in a week.
Funny, I think this campaign doesn't go all out. It feels like they are scared and it shows in the "Drinkability" as it wets itself between the "K" and "A".
Wets itself! That's an advertising first. Going to have to go back and look at those spots again.
Funny. I was asked by a table full of non advertising folks what I thought of the 'drinkability' work. I said I thought the word was marketing speak and that I didn't care for it. However, then I was struck by the fact that these people were talking about it. It got noticed. Good or Bad. People were a buzz about it.
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