January 9, 2007

love reaches into far deeper places than trust ever could


As I've been mentioning for a while now, Stormhoek is launching a new series of cartoon wine labels, designed by myself.

We're launching our first label at the end of this month, with a Valentine-related theme [the image above is not it, I'll let y'all see it closer to the date etc]. It'll be going into Tesco's, the UK's largest supermarket chain.

All very exciting. Two points:

1. Roadtrip

There will be a noteworthy promotion. Not being the type of folk to sit on our bottoms all day and wait for the results to magically happen elsewhere, we're going on the road. Namely, I'm going on the road.

Think of it as a bit like a book tour. Except instead of visiting bookstores, I shall be visiting Tesco stores. And instead of signing books, I shall be signing this new commemorative edition of Stormhoek lithographs that I'm currently working on, to any shopper who wants one.

I am hoping to recruit Colin Kennedy of Get Your People fame to accompany me, as traveling companion, assistant, and the guy who holds the camera & mike during podcasts. We're meeting next week or so to discuss.

We kick off the tour circa February 1st, and hope to visit 50 Tesco's stores by Valentine's Day. It'll be busy, that's for sure.

2. Love

We're not just launching the new cartoon series around Valentine's Day just for the usual holiday-promo reasons. Like I said earlier, in this brave new world of ours, LOVE is, or should be, at the center of marketing. My buddy, Tara Hunt once famously said that "Trust is the new currency". A nice thought, but I disagree. Love is where it's at. Love reaches into far deeper places than Trust ever could.

Of course, I don't just mean romantic, sexual love. I mean human connection. "Agape". If you don't have that, like Saint Paul once said, you have nothing.

And why do people drink wine together? The same reason people write and read blogs. Connection. Human connection. That means "Love" on some level, whether you care to admit it or not.

Music may be food of love, but wine is the drink. Welcome to the heart of Stormhoek marketing.

We live in interesting times.

Posted by hugh macleod at January 9, 2007 2:03 AM | TrackBack

A delightful line about the food and drink of love! The Heart of Lightness!

Posted by: Bill Olen at January 9, 2007 2:18 AM

Excellent idea. But will you know what you're drinking?

Valentine's Day - I'll be avoiding it agin this year, will be focusing on my Trek preparations.

( www.justgiving.com/jeremycj )

Posted by: Jeremy Jacobs at January 9, 2007 5:07 AM

so.... love is giving away signed lithographs?

somehow i think real human connection is deeper than that. but then again, maybe i'm asking for too much.

Posted by: plaid at January 9, 2007 6:21 AM

Aha now I see why you were so interested in the Saatch & Saatchi Lovemarks thing. Good luck with the tour. I hope we will get updates from the road.

Posted by: David Brain at January 9, 2007 9:28 AM

What Tesco stores are you going to? Any in Swansea, South Wales by any chance?

Posted by: James at January 9, 2007 12:18 PM

Hope to catch you at the Prestwich, Manchester branch of Tesco (just off J19 of the M60 - very handy indeed!)

Posted by: Darren Turpin at January 9, 2007 12:59 PM

Lighten up, Plaid. Good things start with small gestures. It's the grand, sweeping gestures that invariably go nowhere ;-)

James, so far the list of 50 stores has not been finalised. But Swansea would not surprise me....

Posted by: hugh macleod at January 9, 2007 1:14 PM

I prefer to think of it as contact vs. connection. I agree on it being in the way you do it. The most striking part of Kevin Roberts' Lovemarks concept was Kevin himself at FC Real Time in Philadelphia, 2001.

I think he would still agree today-- that was his best live event, because of the way it was done and how it reached into everyone that day.

Your tour makes me wish I lived in the UK; and I also love wine.

Posted by: Valeria Maltoni at January 9, 2007 1:38 PM

So, you're going to be announcing when and where some time soon? I might be in England the first couple of weeks of February, so it would be perfect. However, it wouldn't surprise me if you planned a random trip.

Posted by: Matt Langdon at January 9, 2007 2:37 PM

re the cartoon: i always wondered what you thought about me.

Posted by: nakedpastor at January 9, 2007 2:40 PM

Please add Tesco Canary Wharf to your list.

Posted by: Ian Purton at January 9, 2007 4:36 PM

...and love is free (as in no cost and as in no obligation)...and love begins with gratitude (as in full acceptance of self and life).I love the web as the megaphone of these great ideas. Thank you all!

Posted by: JoaquĆ­n at January 9, 2007 8:22 PM

Congratulations, Hugh!! That's so awesome!!

Posted by: vixie at January 9, 2007 9:43 PM

All you need is love
Love is a many splendored thing
Love lifts us up where we belong
Love makes the world go around
Love will keep us together
My love don't cost a thing
Endless love
Love me tender
Love is the answer

I don't want love to be a currency. Lovemarks made a mockery of all of this. Love is personal and deep, yes...but I don't want to put a brand over human relationships...ever.

Posted by: Tara Hunt at January 9, 2007 9:55 PM

"I don't want love to be a currency"

I don't think you could make love a currency, Tara, even if you wanted to. So don't worry about it. Embrace it.

Posted by: hugh macleod at January 9, 2007 10:09 PM

Just when I had you pegged as a cutting-edge, highly clever but merely materialistic bitter bloke, you go and blow my mind with this post!

The most exciting times in human history I think.

Posted by: shelley Noble at January 10, 2007 12:03 AM

Blown minds are best!


Posted by: hugh macleod at January 10, 2007 1:25 AM

Hi Hugh sallyinnorfolk.com says make sure you visit Downham Market Tesco fish counter......

Posted by: Geoff at January 10, 2007 8:30 PM

In the immortal words of the Unconscious Argentinean: "Without trust, there can be no love."

Posted by: Jay at January 11, 2007 11:00 AM

Would buy a whole case of this stuff just for the labels...am not a wine drinker.

The labels beyond rock and reading this post made my day.

Think you could snag a label-designing gig with Jager? Now that's something I'd drink :)

Congrats Hugh...so very impressive!

Posted by: Kath at January 18, 2007 8:27 PM

Every day that i go into work i check to see if this wine is in the warehouse yet........cannot wait to see the label.
If you visit a tesco in Norfolk, make sure its the Downham Market store :-)

Posted by: sally at January 20, 2007 11:44 PM

come to Oxford during term time. We have leggy blonde undergraduates and a lot of people who need to hear what you have to say before they head off into management consulting.

Posted by: Lydia at January 22, 2007 1:10 PM

Will you be sharing the names of the Tesco stores you'll be visiting? Anything in Cambridge?

Posted by: Vero at January 22, 2007 4:59 PM

Looking forward to seeing the list so I can bag myself a couple of bottles of autographed agape...

Posted by: James at January 22, 2007 6:27 PM

i would love a bottle of this wine for someone special........ also think others would too..so advice would be great at....


Posted by: sally at January 24, 2007 12:43 PM

Finally....they've bottled love.

Posted by: Tim the Enchanter at January 25, 2007 10:10 AM

Wow - thank you so much for introducing me to Tara Hunt's site. Love it.

Posted by: claireoh at April 3, 2007 7:25 PM

Check this out!

Posted by: William_pe at June 13, 2007 6:30 AM

'A grape' becomes 'A gape'.

I like to see business motivated by something more than just the bottom line. Its refreshing in this day and age. I kinda side with Tara on this one - I think love starts with trust.

I hope the campaign was a success.

Posted by: Gillian at June 15, 2007 2:49 PM