When a conversation turns to branding (and don't all of your conversations turn to branding?) the efforts of Absolut Vodka, the little alcohol company that could, are inevitably evoked. There's good reason behind this, too. Although ads for alcohol are extremely problematic, Absolut has certainly made a name for itself with a distinct brand. In fact, I'd bet that most of you can conjure up an Absolut ad, complete with their unique typeface and slogans, without even having to consult your Google image search.
That's why I've been a little surprised lately to see Absolut eschew their brand for an over-the-top cinematic spot (one loaded with messages about gender, of course). Behold:
According to a study by the London School of Economics, British women with degrees are 86 percent more likely to drink frequently and to report having a drinking problem than those women without post-secondary education. The more education a woman has, the more likely she is to hit the bottle. As a graduate school educated young woman who had to do some quick mental math to remember when she last imbibed (spiked eggnog at Christmas?), I couldn't help but find find this story fascinating.
Photo by jawcey
Whether it's his offhand-way of dropping misogyny, his female-rating system that puts how-many-beers-til-she's-hot-Yalies to shame, or his website that requires only the most minimal of minimal perusals to incite any feminist, it's not difficult to dislike Tucker Max. He's been utterly dissed by the Hater, called a "gender traitor" by Glamour's Ryan Dodge, and this is most definitely not the first time he's been called douchebag. But as a self-professed asshole, Tucker Max would no doubt affectionately embrace this week's Douchebag Decree title. Therein lies the problem: a compelte willingness to embody--and market--being a D-bag.
And with a movie based on his best-selling (yep!) book I Hope They Serve Beer in Hell coming out Sept. 25 and a second book Assholes Finish First coming down the pipeline (customers who bought this item also bought The Complete A**hole's Guide to Handling Chicks!), Tucker Max isn't going off the radar any time soon. But why care?