Interesting to read on Madison+Vine today that Chris Monaco, director of entertainment marketing at Pernod Ricard, says creating content allows the spirits maker control its own destiny, rather than wait for a marketing opportunity to come along. Actually, I have to admit that those couple of dozen words were all that I did read, ‘cos I refuse to shell out a couple of hundred bucks a year to get lots of old codswallup I’m not really interested in! But, moving on… Having worked on the Ricard account many years ago before they bought out Pernod, Mr. Monaco probably doesn’t realize that because French laws did not allow advertising for anything over 10% alcoholic content, Paul Ricard did “stunts” such as parading elephants along the Champs Elysee to promote their “Elephant” brand, and having legendary French comic “Fernandel” insist on drinking only Ricard Pastis in public, even if it was breakfast time! That’s what I call content!
Ah... The good old days. When you could run ads promoting the booze preferred by train drivers!
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