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Posts Tagged ‘kate webb’

I had a mailing from Datamonitor (the research people) on Thursday, offering a series of research reports, one of which is headed ‘The Cult of Celebrity’.

Their sales pitch includes the following ridiculous (imho) statement that “Voyeurism has achieved a level of acceptability and marketers need to meet consumers’ needs for accessibility and information on celebrity endorsee”.

The scope of the report apparently includes “Insights into how and why celebrity remains a powerful tool in a marketing context, along with assessments of its limitations and challenges.” And most importantly (please forgive my sarcasm) “Strategic conclusions and actionable recommendations on effectively harnessing the power of celebrity endorsement and branding”.

To me, celebrities who endorse goods for cash are often prostitutes by any other name; degrading skills or any ability they may have unworthily for incongruous personal financial gain.

To me, a product’s integrity has to be the hero and that’s the stance we’re taking. Aquapax is ‘one of the purest natural mineral waters on the planet’ – our brand communicates honestly and stands up on its own as ‘a pure thirst for the environment’ referencing its more ecologically aware package and light (carbon balanced business) footprint on the planet. Having to support an inadequate product proposition by using someone else with no real connection to the product is not somewhere I really want us to go.

SO what else happened Thursday? Well it was world environment day, but you had to look really hard to find anyone who knew… We sent out press releases full of anticipation, referencing how we’re carbon balancing our business impact and the amount of energy a carton of water saves versus an oil based plastic bottle or a pretentious glass bottle (complete waste of carbon) – generally highlighting how we’re working at making a real difference.

A baby emu made the no. 2 item on BBC national TV news on Thursday! Not only was our PR not picked up, I didn’t notice any others on the world environment day subject either. Maybe I should have dropped Mark Corbett’s recent reference to me as ‘swimming against the flow like a returning salmon’ into the press release – I like the noble analogy and that may even have caught a research assistant’s eye.

I find it quite sad – not because our genuine ecological efforts didn’t make the news; journalists appear to have moved on from a subject they don’t really understand or want to spend time researching to more familiar ‘journalistic’ territory of sensationalistic drivel. Where is the next Kate Webb? We need you to write and stir our conscience on this very real subject – not just on world environment day, but constantly, until the message gets through!

A few other things happened on Thursday – some are only shared with those who know me personally – I am SO happy (and exhausted) right now 🙂 . I also did another in-store demo at Whole Foods Market in High Street Kensington, where we had a few export enquiries from North American visitors and 2 more interesting people wanting to understand the ‘potential investment opportunity’. Who needs trade shows – people are people first and if you’re in their frame of reference, they seem to find you.

The final thing I’ll mention was the beginning of something I foresee as a potentially wonderful future with a design guy named Tom. He and his fellow designers had spotted Aquapax in the Sunday Times Style magazine – they ‘get it’ and they’ve approached us to help others ‘get it’ too. Following my intuition makes decisions relatively easy, so watch this space – we plan on helping them (& us) become famous… oh yes, when we are, I promise not to do any celebrity endorsements without all the proceeds going to charity.

Keep smiling – even a lemon tastes good after tequila.

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