The natural cork business has spent the past year spending millions of dollars to convince consumers that cork is not only the perfect closure for wine, but will save the environment. This campaign is strikingly odd, and not just because it glosses over cork's efficacy as a closure. Which, as noted, isn't good.
As Decanter's Adam Lechmere wrote: "The statement's sentiments are as suspect as its syntax. It demonstrates once again that the cork industry's grasp on the realities of public relations is as shaky as ever."
A friend of mine, who does cork marketing, said that the biggest problem with the cork campaign is not just that it's an unusual approach. The problem is that even if it wasn't unusual, it would still be difficult to accomplish successfully. The cork industry is asking consumers to buy wine based on the closure, and not what's in the bottle. How impractical is that? More, and an amazingly dumb video, after the jump: