It seems that the cork industry have ruffled a few feathers of notable wine critics over their new marketing campaign. Several bloggers, whom I respect immensely, have taken exception to a series of videos and press release titled “Beware the Holiday Party Faux Pas: Wine Topped with Artificial Stoppers.” While I’m sure that the ads were supposed to be humorous, and may in fact be viewed that way by the average consumer, it’s riled up the experts.
And while I don’t personally take exception to the campaign, I can understand how it may offend some people. With any marketing campaign, there are risks. Sometimes, you need to break a few eggs to make an omelet. The trick is not to break the whole carton.
Disclosure: Apcor was once a client of Balzac Communications, though not mine personally.