- Would you share an ice bath in the middle of the streets with mates?
- Would you lick your car clean?
- Would you pash your 80 year old grandmother?
At least Galliano haven't fallen into the trap of trying to be everything to everybody.
With their latest campaign (www.gallianostuntguys.com), they're very clearly targeting the 18-25 year old male who likes push the blokey boundaries from time to time. Welcome to Galliano's new target market.
In essence, it's a nice idea. The Customer Made aspect would be key to a niche brand like Galliano to drive cut through and engagement in a crowded market.
Yet I imagine it would be a difficult brief.....how do you reposition the brand from it's rather pompous high ground so that when it's time for shots with the boys at 10pm, Galliano is the drink of choice? And how much of the premium values of the brand do you try and retain? It looks to be none at all.
I just wonder whether Galliano wants to be the Jackass of spirits? After all, when Johnny Knoxville finishes up work for the day after shoving crocodiles up his arse, I reckon he'll be sitting in the coolest bars in LA surrounded by leggy blondes.
So whilst the likely strategic insight of risk-taking for improved social status looks ok, the campaign has forgotten the emotional payoff.
It leaves you with an aftertaste that's too much like Benny Hill and not enough like Benny Sherman to me.