Apr 9, 2011



Recently, I came across several examples of beverage advertising that, quite literally, and metaphorically illustrate the "heavy bottom" flavor of the drink being promoted .

Images Courtesy: Adler Fels


In a prime example of literal branding, Napa Valley and Sonoma County winery, Adler Fels, have branded a rump selection of their award-winning wines under the "Big Ass" title. 
Big Ass Cab Label, Adler Fels

These "full-figured" wines have a fruit-driven flavor and "make a bold statement". 

According to the Adler Fels site, 

"Big Ass brand wines deliver everything that typifies the California winemaking style: full-bodied and full-flavored Cab and Zin; soft, round, buttery-toasty Chard; and now a Syrah with rich, concentrated flavors and a robust structure." 


The bright colors used in the bottle labelling captures attention. This is coupled with a bold, stylized serif name title.

But the key feature which sets the mood and feel of the Big Ass range are the Botero-esque illustrations.

Suzy Sansom is the artist who draws these renderings that mirror Fernando Botero's cherubic naive style. Curvaceous, full-figured characters who don't fit the common stereotypes for beauty.

Butt it works. 
Big Ass Zin Label, Adler Fels

Big Ass Chard Label, Adler Fels
Larger-than-life figures, depicted in romantic settings - dancing, at a picnic or on a tandem bike, and enjoying the wine behind the label. 

This is definitely a wine brand I could get behind.


I also came across these two German print ads for Deutschland brewer, Veldensteiner.

Veldensteiner - "Tanz"
Again we have an illustration of a large frau - also dancing with her partner. But in this depiction, the slender male partner is more interested in the glass of beer on the table.

Veldensteiner - "Arschgeweih"
This second illustration has a crack at the differing sizes of the man and his companion. The large male figure, with a big butt crack on display sits next to a slender tall glass full of lager. While his smaller, curvy companion - also revealing some rear-end, has a large, wide schooner.

The tag-line used in both ads, when translated from German means "Try it, then feel it!".

Maybe I'm missing something that's lost in the translation, but these two ads aren't as effective as the Adler Fels branding.

Advertisers should be aware - the last thing they want is consumers getting the impression that their beverage tastes like ass! *eek*

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