Wine + Women = Chateau Ste. Michelle ad campaign

From The New York Times:
 

Chateau Ste. Michelle has joined the growing list of wine brands targeting women who need a break from their routines. A Cole & Weber United campaign includes print with the copy "It's where you become you again -- not mom, not colleague, not chauffeur, cook or cleaner-upper." 

In recent years brands like MommyJuice, Mommy’s Time Outand Mad Housewife have emerged. Popular Facebook groups allude jokingly to being driven to drink, including“Moms Who Need Wine,” which has more than 640,000 followers, and “OMG I So Need a Glass of Wine or I’m Gonna Sell My Kids,” with more than 127,000 followers. 

Central to Chateau Ste. Michelle’s campaign is a Facebook application that works like a digital version of refrigerator poetry. Users customize an equation that begins “Me + A glass of wine” and ends “ = My Chateau.” Within, users string together words and symbols to complete the equation. So one might formulate: “Me + A glass of wine + Camping — (symbol for thunderstorm) + my kids — (symbol for computer monitor) = My Chateau.”

 

 

Psychographic segmentation, based on lifestyles/shared attitudes&experiences toward child-rearing.  What do you think?  Any downside?

 

Same idea, different context

Opening a beer at the start of a Consumer Behavior course is guaranteed to get students' attention.  But how many were wondering when I'd take my first sip/swig, rather than listening to what I or others in the class were saying?

Attention: a good, or bad, beginning

At Mass yesterday morning the priest introduced a visiting missionary.  When he told us parishioners that during the homily we'd hear about the needs of an impoverished diocese in India from Father . . . , he waved his hand at the man to indicate that the visitor should fill in the blank with his name.  I assumed it was something long and unpronounceable.  But it was "Anthony."  The priest clearly couldn't remember -- or didn't bother to find out-- the missionary's name.  I was so taken aback by his lapse of manners and lack of courtesy, I paid no attention to the rite of Mass, which I normally find so beautiful.  Instead, I thought only of the rudeness I had just witnessed.  The upside is that, when the missionary spoke, I listened extra hard in an effort to understand his thick, rolling accent.

Sadly, when the second collection came around for the people of his diocese, I had only four dollars in my wallet to give.

The priest got my attention -- in a bad way.  But his behavior caused me to pay closer attention to the missionary.  Ultimately, though, I couldn't give the visitor what he really wanted -- financial assistance.

Sounding a foghorn, doing a handspring, or dying your hair rainbow colors will get a recruiter's attention at a job interview.  But any one of those attention stimuli is likely to interfere with the interviewer's ability or willingness to listen to, process, or comprehend your subsequent message.  Even if the message is understood, if you don't have what the recruiter wants (a degree in electrical engineering, for example), then your . . . creative approach . . . was wasted.

Not all attention is good.  And even if it is good, attention isn't good enough.  It's just a start.