Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.

Saturday, June 17, 2006

Trend: User-Created: Hip-Hop's "Unwelcome Attention" Redux

Louis Roederer Cristal is now scrambling with a surprising about-face in response to a massive hip-hop boycott over statements made about various rappers' patronage of the pricey drink.

I posted last week about a special Summer 2006 article titled "Bubbles & Bling" in The Economist Magazine, Frederic Rouzaud was quoted in an article stating "We can't forbid people from buying it. I'm sure Dom Perignon or Krug would be delighted to have their business."

The story caused massive backlash against Cristal, culminating in a boycott of the drink led by Jay-Z, who pulled the expensive drink from his popular 40/40 sports bar franchise and is declaring in recent radio interviews that "Cristal is over."

In a press release issued through Berk Communications, Jay-Z responds: "It has come to my attention that the managing director of Cristal, Frederic Rouzaud views the 'hip-hop' culture as "unwelcome attention." I view his comments as racist and will no longer support any of his products through any of my various brands including The 40/40 Club nor in my personal life."

Jay-Z continues to twist the knife with: "Just as Rouzaud stated, 'I'm sure Dom Perignon or Krug would be delighted to have their business,' Jay-Z and the 40/40 Club will now be serving only Krug and Dom Perignon to their customers seeking high end champagne products."

Louis Roederer Cristal responds in a statement to "A house like Louis Roederer would not have existed since 1776 without being totally open and tolerant to all forms of culture and art, including the most recent musical and fashion styles which — like Hip-Hop — keep us in touch with modernity."

Cute. But probably too late now. And further, merely saying that you're "tolerant" of cultures doesn't exactly say warm welcome, either. Nice move when an executive like Frederic Rouzaud single-handedly boosts competitor sales almost over nite. Just by running his mouth about customer passion for his product. Real nice.

While it is difficult to assess the hip-hop influence on Louis Roederer's bottomline, consider that in a 2004 article the makers of Courvoisier were said to have experienced a 30% spike in sales following the first references of the liquor. It was "the largest increase the 300-year-old brand had experienced since Napoleon III named it the "official supplier to the Imperial Court."

Claire Coates, a spokeswoman for the Cognac National Interprofessional Bureau, says the hip-hop influence helped American sales reach more than 40 million bottles last year, worth $1 billion. Young blacks accounted for 75 percent of those sales.

And that's just Courvoisier, so consider the "hip-hop effect" on brands like Timberland, Tommy Hilfiger, Ralph Lauren, etc., etc., there's no doubt that sales of Cristal have skyrocketed over the years.


Mnels said...

Timberland handled this just right. They made sure the product was in the right places and experimented some with style and customization but otherwise just let it be. They resisted tacking on a communications strategy and let the customers decide winners and losers (imagine that). This strategy has two compelling points to recommend it. Heralding Timberland products as "fashion" rather than function could indeed mess with the more established working man's or outdoorsmen's favored identity of the boots. Secondly, trying to manage the "happy accident" of a new market adopting a product via overt marketing communications almost always takes away the cache that gave it inertia in the first place.

AKI SYSTEMS 2600 said...

Did a Google search today and over 1 million links to Jay Z's Cristal boycott. Two weeks ago, I could barely find 4 Goggle links to anyone anywhere discussing Cristal with relation to hip hop's influence.

No Hassle Loans said...

Hey very interesting site. I am looking for Spy Software since kids use my pc. If you know of any worth trying just let me know. Thanks

Anonymous said...

black mold exposureblack mold symptoms of exposurewrought iron garden gatesiron garden gates find them herefine thin hair hairstylessearch hair styles for fine thin hairnight vision binocularsbuy night vision binocularslipitor reactionslipitor allergic reactionsluxury beach resort in the philippines

afordable beach resorts in the philippineshomeopathy for big with great mineral makeup bargainsmineral makeup wholesalersprodam iphone Apple prodam iphone prahacect iphone manualmanual for P 168 iphonefero 52 binocularsnight vision Fero 52 binocularsThe best night vision binoculars here

night vision binoculars bargainsfree photo albums computer programsfree software to make photo albumsfree tax formsprintable tax forms for free craftmatic air bedcraftmatic air bed adjustable info hereboyd air bedboyd night air bed lowest pricefind air beds in wisconsinbest air beds in wisconsincloud air beds

best cloud inflatable air bedssealy air beds portableportables air bedsrv luggage racksaluminum made rv luggage racksair bed raisedbest form raised air bedsaircraft support equipmentsbest support equipments for aircraftsbed air informercialsbest informercials bed airmattress sized air beds

bestair bed mattress antique doorknobsantique doorknob identification tipsdvd player troubleshootingtroubleshooting with the dvd playerflat panel television lcd vs plasmaflat panel lcd television versus plasma pic the bestThe causes of economic recessionwhat are the causes of economic recessionadjustable bed air foam The best bed air foam

hoof prints antique equestrian printsantique hoof prints equestrian printsBuy air bedadjustablebuy the best adjustable air bedsair beds canadian storesCanadian stores for air beds

migraine causemigraine treatments floridaflorida headache clinicdrying dessicantair drying dessicantdessicant air dryerpediatric asthmaasthma specialistasthma children specialistcarpet cleaning dallas txcarpet cleaners dallascarpet cleaning dallas