I stayed away from writing a blog on the Angostura Single Barrel campaign despite my dislike of it and my confusion as to the intended target market. I really was not in the mood to do that critical reviewing thing although there was much to criticise. The discussions were numerous and fervent, yet I stayed away. I now break my silence after reading the article “Angostura ad leaves bad taste in Scottish mouths” in the February 7th edition of the Trinidad Guardian.
When I saw this ad, my first thought was of how dumb it was. Being a copywriter, I feel as though I belong to a special class of people who are well read, have a pretty good command of the English language and are intelligent. On reading, “In Scotland men dance in skirts,” the headline of the newest Single Barrel ad, I was in a state of horror. I believe since I was attending Junior Secondary School I knew the difference between a kilt and a skirt. How could an adult write something so erroneous? Even if it was meant in jest, frankly, it makes one appear ignorant. My second thought – How did the Creative Director allow this ad to leave the Creative Department? My third thought – Why did the AE agree to this? My fourth thought – How could the client approve this? Didn’t anyone think for a moment that this headline with the supporting copy, “In Trinidad men dance with WOMEN in skirts” was an insult to a people’s culture? Didn’t anyone think that someone on the outside looking at this ad would say that the people in Trinidad must be stupid to think a kilt is a skirt? O.K. Maybe I am being too harsh. Maybe the Copywriter, Creative Director, AE and client were all ignorant as to the difference between a kilt and a skirt and the significance of the Scottish wear. I can forgive them for that. What I have more trouble with and what made me make this entry is the response of Brian Woods, the Marketing Manager for Angostura’s rum products, on the issue.
In the Trinidad Guardian article, Mr. Woods is quoted as saying, “I think the Trinidadians and the Scots share a similar sense of humour. I always think in Scotland you really know when someone likes you when they start to have a go at you.” This I find presumptuous. I think of how annoyed we citizens of Trinidad and Tobago feel when travelling and the ignorant foreigner asks us if Trinidad is in Jamaica. To go even further, imagine visiting a metropolitan city and you are welcomed by a billboard for a housing development with dark-skinned people dangling from tree trunks. The headline reads, “In the Caribbean, people live in trees. Here we comfort you with homes.” Inaccurate – yes. Funny – no.
14 February, 2011, 6:25 pm
This undoubtedly is the WORST… I MEAN WORST campaign in the history of campaigns……
I’m glad that somebody finally recognizes this, are Trini’s this daft, from Angostura’s FB page, you’d never tell.. these people love it, which may really prove that we are just a nation of rum guzzling, tree swinging monkeys!
..btw.. you got some balls! Good work.
14 February, 2011, 10:47 pm
Don’t let the Angostura FB page fool you; tons of people made comments about the campaign and those comments were removed.
15 February, 2011, 3:11 am
sounds like censorship to me, I mean who are they trying to fool, they must think Trini’s are idiots……… how can you have a facebook page and edit out people’s comments, where’s the free media in that. Angostura.. you suck!!!! I hope Trini’s hang you out to dry!!
15 February, 2011, 4:45 am
Thinkcorporated, I do appreciate you reading my blog and taking the time to comment. I must add however that comments like, “Angostura…you suck” seems to be going in a different direction. I am highlighting an ad which I believe is flawed and focus should basically remain there (though variance is part of the blog culture). Bashing Angostura is not apt to the discourse. It will instead dilute the initial contribution.
15 February, 2011, 12:13 pm
yuh cah play mas n ‘fraid powder…..
15 February, 2011, 12:51 pm
I am sorry, but this is not a case of playing mas and being afraid of the powder. Read my previous entry again and you should understand where my mind is at.
15 February, 2011, 12:17 pm
……. we should “walk like an Eqyptian”, take pattern…..
15 February, 2011, 10:26 pm
hmmm…I enjoyed reading this blog.
16 February, 2011, 4:21 am
Thanks for reading and your comment.
17 February, 2011, 3:25 am
ya’ll don’t find i route out the girl good. :P
17 February, 2011, 1:48 pm
Check out the latest post by Angostura Limited on their wall.
17 February, 2011, 2:19 pm
funny..”or any other content we deem offensive..” pretty much leaves that up to interpretation, allot of content isn’t offensive, but simply because it doesn’t conform to their ideal, it is banned. I suppose if they deem the color blue offensive they would band that as well? Wake up Angostura, not everyone likes or drinks rum.
Aren’t your attacks on other brands offensive? or for that matter distasteful portrayal of Scots in your Ads? how about the underaged models you are using to promote your brand? Let’s see if you will ban this comment when I post it on your wall.
17 February, 2011, 6:55 pm
As far as i can remember, i was on the photo shoot with the actual scotsman and he laughed at it and said the copy was fine. We did ask him if he thought it was offensive and he said no.
I am chinese and ppl make fun of my race everyday in Trinidad. So do you choose which culutre to defend. What about the poor asian accents ppl portray in radio ads. Do you want to fight for me too? Chinee Parang? did you find that was funny.. if i was offended.. will you tell me it was just a joke also?
As for the underaged girls ask Calvin French about that. :P
Sadly ppl don’t remember the other ads at the beginning campaign that had to do with the taste and the flavor of the rum. I was pretty proud of those.
People only remember the negative things in this world. If you found the good in something the world will be a much better place. :)
Much Love.
18 February, 2011, 4:34 pm
So are you saying McCann did this campaign? Crystal from McCann?
I mean a giant like McCann.. an international Group, an icon of creative and strategic genius in the advertising industry, came up with this?
Where is the talent, where is the creativity, have they turned into the corner graphic fast food outlet?
Somewhere along the line didn’t anyone think that the direction of this campaign was taking a turn for the worst? I mean seriously doesn’t McCann international look at these ads for a good laugh? I know agencies are laughing locally…
All I think ppl are saying that it was in poor taste, as agencies you should have some kind of standard or decorum to your campaign… If premium is what you were aiming for I think you missed the mark.
I think you should aim to get better at this, not just crunching out mediocre work for the sake of deadlines, budgets and poor directives.
BTW.. saw some really poor work recently… KFC in a black box…. coca cola – elongated model arm, out of proportion….. i don’t know if ppl doing this are even aware of how badly work like this impacts on products without you ever knowing…
Good luck with your future endeavours.
12 March, 2011, 1:55 pm
I think you need to “get real”. As a scotsman I think the advert is funny. I am not in the least offended by it and on many occasions people have “had a go” at Kilts and scotsmen. You have to realise that we have a very similar sense of humour to trinis an carribeans and we as a nation are secure enough in our national identity to take a few jibes and jokes!
My nephew did the voice of the scotsman in the radio campaign and he was welcomed home to Scotland with great humour!
18 February, 2011, 11:36 am
What I’m searching for in the campaign is the strategy. What is the strategy? The campaign started off as “Bold”. I think that was attempting to position Rum as the “new trend”; the choice of the movers and shakers using “sex sells” as the device to get attention and engage. Then it morphed into using humour as the device. Sometimes the campaign has taken a premium stance and sometimes it has not. I just find it all over the map. As for the kilt/skirt version, I thought it was too literal and clumsy, not classy enough to fit the bold/premium stuff that went earlier. All the while JWB has been single-mindededly premium, dr
21 February, 2011, 3:11 pm
The BOLD campaign was meant to introduce the new bottles. Not to be confused with the Single Barrel campaign which is completely separate. Just to clarify.