Monday, August 24, 2009

Marketing Culturally-Relevant Persuasion: Disgust is Relative

Gau Jal or Cow Water is a culturally relevant product for Hindus, its an age old beverage ingrained as a cure or part of a daily ritual. India has a huge market waiting for that portable quick zing of cow juice. Wait for stores to stock it up alongside Coke, Dr. Pepper, Pocari Sweat, Yakult or Meiji Milk.

The Times UK and BBC picked up on the cow pee buzz around February. And the bloggers went wild
Cow urine drink set to launch

Consider it the local lemonade or moonshine, but I doubt it would go global unless it becomes a proven cure for cancer, heart disease or AIDs. If so, this new organic soft drink will be flying off the shelves even at WalMart.

Kinda reminds me of that Futurama episode, the Willy Wonka offshoot- Fry and the Slurm Factory. Slurm is the Coke of the Futurama world, an addictive softdrink with a secret ingredient, I guess something sweet always comes from some cosmic arse. Ironically, after much revelation, Fry realizes he can't live without the abundance of Slurm in the market. Cow Juice would most likely have the same impact, and might even win over some foreign consumers in the long run. Those who have a strong palette hardwired for exotic edibles.

How lucky for the creatives handling this emerging brand, I would welcome the opportunity to work on something so novel.

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