Grab your jug, ditch your dignity, and lead the Carlo Rossi Posse

Posted on Tue Oct 6 2009

Rossi

Do you have what it takes to lead the Carlo Rossi Posse? This is the new rallying cry behind the old-school jug wine. The four-liter, recession-friendly brand of wine is looking to "honor someone like Carlo, who kept it real, good and honest. Surviving decades of fads, trends and dance crazes, Carlo Rossi and his posse kept their jug nearby and rose above it all." Entrants are invited to visit CarloRossiPosse.com, where they can enter a very short essay of 100 words or less describing why they should be chosen. The winner will get $10,000 to build his or her own dream den. I have to say, despite the fact that they rhymed Rossi with posse, this campaign is far less inspired than one of the brand's earlier efforts to target under 30 hipsters. The grassroots "Jug Simple" effort showed chandeliers, furniture and other items created with 4-liter jugs. I'm not sure how effective it was. Either way, Carlo Rossi has its work cut out for it. Having worked in a liquor store for a handful of years in college, I can tell you that no one under the age of 50 asked for Carlo Rossi. Except for the one time a kid prank-called me and said, "Do you have Carlo Rossi in a bottle?" I responded, "Yes." He replied, "Well, let him out!" Sadly, I think that joke is more creative than this campaign.

—Posted by Kenneth Hein


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