08/ 01/ 2004
by Gwen Moran
Jeremy Cowan missed the etiquette lesson that says, “Don’t talk about religion.” His San Francisco microbrewery, Shmaltz Brewing Company (www.shmaltz.com), makes no bones about its Jewish heritage. To promote his He’Brew brand, Cowan set off last fall on a cross-country, beer-tasting tour – dubbed the “40 Days and 40 Nights” tour. Gasp at his political incorrectness if you like, but it’s hard to argue with success. Cowan’s calling has grown from 100 cases sold from the back of his grandmother’s Volvo in 1996 to a brand currently available in 20 states, including national chains like Safeway and Whole Foods. The company has grown steadily, but experienced more than 700 percent growth in 2003 as a result of Cowan’s tireless energy – and schtick.
“It’s a great way for me to participate in the Jewish community in a way that feels relevant, contemporary, meaningful and fun,” he says. “Everyone gets that I’m sincere and that the beer is a celebration of Jewish life.”
Ann Higgins thinks that such outrageous messaging can be a good idea. The managing director of the consumer practice group at New York City’s KCSA Public Relations Worldwide says, “These things are getting more attention because the pendulum has swung so far in the politically correct direction. Everyone is afraid of offending someone. But if messages are done without being disparaging or hurtful, there will always be people who have a sense of humor about themselves and life in general.”
Maybe such cheekiness will work in the edgy alcoholic beverage industry, but how about in more mainstream disciplines? Detroit’s Brogan & Partners is a marketing and advertising agency known for its irreverent campaigns. To promote itself to the myriad of new client prospects at a recent high-profile event, the agency created “Politisticks,” parody stickers that poke fun at politicians and issues of the day. Overall, says Brogan, the stickers have been very well-received.
Higgins advises taking stock before poking fun, however. “Do your homework and make sure that the humor will play well with your target consumer and within that target demographic. If you’re not sure, it may be better to play it straight.”
