Way back in 2011 I gave San Pellegrino a swift kick in the bottles for their terrible joint promotion with Bvlgari.
4 years later and I discover I’m about as intimidating as a goldfish, because they’re not just continuing with their joint promotion rubbish, they’re going with even more ridiculous partners.
Mind you, given I obviously continued buying their brand despite my protestations from 4 years ago, who can blame them for ignoring me … and that’s despite the fact that everyone ignores me, regardless whether I’m in the right or not.
Which I rarely am.
Bugger.
Anyway, ladies and gentlemen, boys and girls, let me introduce you San Pellegrino and …
Yes, Vogue.
VOGUE.
Look, I get they want to ensure they’re seen as more than just another ‘water brand’ and I even accept [at a push] that they have associations [thanks to their heritage and country of origin] with categories and industries that go way beyond the typical food and beverage stuff, but this desperate need to be seen as a friend of overpriced, pretentious wankers totally confuses me given they are far more sophisticated, classic and real than those buggers could ever be.
And yes, I know this is coming from a man who wears Birkenstocks.
So San Pellegrino, please stop it or this time I really will stop drinking you.
Probably.