Tag Archives: TV commercials

Hendrick’s gin: How to do a TV booze commercial

This Hendrick’s gin TV ad puts most wine advertising to shame

A friend of mine, a woman who hits the wine demographic sweet spot, doesn’t drink gin, doesn’t buy gin, and doesn’t like gin. So I asked her to watch this Hendrick’s gin TV commercial.

“Wow,” she said. “I want to buy Hendrick’s gin.”

In other words, one more example of how the booze business – save wine – understands TV advertising. We get the Roo; spirits drinkers get something clever and enticing.

What makes this commercial work?

• The bit about “oddly infused with rose and cucumber.” All gin is infused with herbal and vegetable flavors, but this ad defines the point of difference between Hendrick’s and other gins.

• The animation, a cross between Terry Gilliam and William Gibson. It fits perfectly with the rose and cucumber line.

• No cliches. No almost naked babes, no wine drinking stereotypes, no frat house humor. This is a classy product, says the ad, and you’ll enjoy it. Would that someone in wine understood that approach.

I was talking to a friend the other day, a leading wine industry type, and wine marketing came up. His point was almost chilling: What passes for quality wine marketing, he said, is convincing people Carlo Rossi is a real person.

No wonder I worry about the future of the wine business.

Video courtesy of Hendrick’s Gin via YouTube, using a Creative Commons license

More about TV wine ads:
What was James Mason doing making a Thunderbird TV commercial?
Is this the greatest TV wine commercial ever?
TV wine commercials aren’t getting any better

How desperate is Big Beer?

big beerHow desperate is Big Beer to regain its stranglehold on U.S. beer drinkers? So desperate that it’s not enough to mock craft beer; now, even chardonnay is seen as a threat, and that has never been the case in the history of the United States. Beer consumption has outpaced wine since before we were a country.

Nevertheless, Miller Lite came up with this commercial, which says that women should take its product to a chardonnay event. My guess is that wine is seen as a Millennial drink, and someone found a study that said Millennials are forgoing Big Beer for wine. Perhaps one of our visitors with ad agency experience can explain why chardonnay is a target, given that old white guys drink Miller Lite.

For all of my ranting about Big Wine, it has never done anything this stupid. The commercial is below — what were they thinking?

How desperate is Big Beer?

big beerHow desperate is Big Beer to regain its dominance? So desperate that it’s not enough to mock craft beer; now, even chardonnay is seen as a threat, and that has never been the case in the history of the United States. Beer consumption since before we were a country.

Nevertheless, Miller Lite came up with this commercial, which says that women should take its product to a chardonnay event. Perhaps one of our visitors with ad agency experience can explain why chardonnay is a target, given that old white guys drink Miller Lite.

For all of my ranting about Big Wine, it has never done anything this stupid. The commercial is below — what were they thinking?