Wednesday, 1 August 2007

Is Smirnoff Full of Shit?

Rob Campbell of cynic - a conversation starting company has called me out on my previous post and quite fairly suggests that Smirnoff are only interested in the purity of their distillation process and not the purity of the environment that we live in. I still live in hope that what we are seeing may well be a small but nonetheless tectonic shift in the future of branding values.

I'll be very disappointed if its a case of
greenwashing as has been extensively documented by my esteemed colleague and one of the smartest planners in the business John Grant, on his ace blog Greenormal. But it remains to be seen if Diageo, the parent company of Smirnoff is to use this as an ignition point for their brand. Otherwise it would only be appropriate to add the usual film disclaimer at the end of the commercial that: Any characters and incidents portrayed and the names herein are fictitious, including any resemblance to the issues raised in The Stern report relating to climate change where the polar caps melt and large statues will be covered in water because of our reliance on fossil fuels, best dramatised with the use of oil rigs in advertising.

I think I need a stiff drink now!

Get over to Robs blog for some of the best conversation on the net. He's the future of marketing communications and is fearless about his beliefs, even if that means he has to go right to the top.

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