To continue with yesterday post, I want to show you this campaing made by Madre (Mother) Argentina for 1882 Fernet. For those of you who don´t know what fernet is, let me tell you that according to Wikipedia is “a bitter, aromatic spirit made from over 40 herbs and spices, including myrrh, rhubarb, chamomile, cardamom, aloe, and saffron, with a base of grape alcohol”, which is widely popular in Italy, Argentina and recently in the US (specially in San Francisco)

What has to do this campaign with the CDM´s Drumming Gorilla? Well, both opted for producing spots that are entertaining but doesn´t have any clear message at all. The funny thing is what both agencies said when asked about the execution: Is there anything else that we can say to our costumers?

Obviously the context of that question is different. According to Lawrence Green, planning director at Fallon: “The nation (UK) has a massive soft spot for CDM and it is deeply embedded in the national psyche. For a brand that is so well known, it’s arguable whether the old style interruption advertising model is the best model for the future…”. It´s clear that CDM is a leader in their market and is a well positioned brand. Meanwhile, 1882 Fernet is a new brand of a well-known product in Argentina, specially in Cordoba, the city with the highest level of fernet consumption in the country. What Carlos Bayala, CD of Madre, said was: “What are we going to say about fernet to people in Cordoba?” They just know the product too damn well.

I really can´t say if this strategy is going to work for them, but surely it´s kind of worrying. I always had this policy, if I don´t have anything interesting to say is better not say anything at all. It´s just like in human relationships, surely people loves to be entertained every now and then, but you also want to have a deep connection, a mutual understanding and yes, an interesting and meaningful conversation. To put it in a simple example, I´m sure all of you have seen by now the Miss South Carolina video, there you have a very pretty girl that has made laugh millions and millions of us, but I´m sure that anybody will think it twice before getting into a long-term relationship with her because let´s face it, probalby she won´t have anything interesting to say.