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Two Good, 2 Bad for 2013, 2 Hopes and Fears for 2014: Mark Fiddes, YourBrandSquared

Published:  31 December, 2013

Our 2 Good, 2 Bad for 2013 and 2 Hopes and Fears for 2014 turns to our regular columnist, Mark Fiddes, of YourBrandSquared, who gives his advertising and brand consultancy view on the goings on over the last 12 months. 

 

Our 2 Good, 2 Bad for 2013 and 2 Hopes and Fears for 2014 turns to our regular columnist, Mark Fiddes, of YourBrandSquared, who gives his advertising and brand consultancy view on the goings on over the last 12 months. 

2013

2 Good

Whatever's Comfortable campaign from Southern Comfort: proof that a brand's DNA can be a simple as a dodgy tash.

2 "Rudi's Skac-Ale":  one devoted football fan's attempt to pull his beloved Hearts of Midlothian out of administration with his home brew. More local beer for local people, please.

 

2 Bad 

Russian Standard vodka: the Nobel Prize for hyperbole in marketing. Maybe it's just another bad translation letting down a good product.

Wine advertising: can anyone remember any? In the digital age, small budgets are no longer an excuse. (Although Hardys looks to be onto a corking campaign Down Under.)

2014

2 Hopes

Cava: here's to Pepe Raventos renaming his upmarket output "Conca" as the Catalan sparklers fight back against Prosecco. 

2 We celebrate our national team not coming home from Brazil in the group stages of the World Cup with English sparkling wine.

 

2 Fears

1 Alex Salmond's Minimum Price per Unit not only fails to cut problem drinking but also spurs whisky import restrictions from wine producing countries.

2 Campbeltown Loch does indeed become the EU's first whisky lake, thus fulfilling the first prophesy of Highland songster Andy Stewart.