Carpe Vinum

Drinking and Thinking

Brands don’t have target markets, they have target moments.

—  Rory Sutherland

In 2013, some of YouTube’s most passed-around, talked-about videos came from brands. But they aren’t your typical ads. They are often longer, more compelling, more engaging. And people are choosing to watch them.

2013 Year-End YouTube Ads Leaderboard – Think Insights – Google

The reason Montana looks green is that AdWeek named MercuryCSC “that agency…”

Volkswagen channels 80’s synth pop group A-Ha in Feeling Carefree. Love the reveal, but is it the right concept for the wrong feature? Scheduled maintenance? 


Southern Comfort vs The Black Keys?

I see some similarities.

Juxtaposition eruption w/ Southern Comfort’s Whatever’s Comfortable spot (by southerncomfort)

Love this campaign by North for Cover Oregon. Elevating what could be a mud-throwing political debate into a larger space, celebrating Oregon and Oregonians, that most people can agree with. And, not trying to sell the service, but introducing and raising awareness of the service before they get into specifics.  ”Long Live Oregonians” - :60 (by Cover Oregon)

Give me a little something more, Tucson. 

How does an agency make Fast Company’s list of Top 50 Innovative Co’s? David Droga: The Potential of Creativity



Volkswagen Debuts Get Happy Super Bowl Ad, Features Music by Jimmy Cliff

Yeah. Jimmy Cliff’s voice stars in Volkswagen Super Bowl ad.

Is your focus on the core customer holding back your brand?

For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott. 

For those not attending, we’ll be live-streaming the event here and on Mercury’s Facebook page.

Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.

They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.

Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.

See you there.

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