Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, “Molly, my dear, I would have bought that new brand of toilet soap if only they hadn’t set the body copy in ten point Garamond.” Don’t you believe it. What really decides consumers to buy or not
to buy is the content of your advertising, not its form.
It’s anyone’s guess whether these wise words were actually spoken by David Ogilvy, the father of advertising. Nevertheless, in keeping with the times, we have promoted digital content in “10-point Garamond” and, together with the US market leader in the premium tequila business Patrón Tequila and the German edition of GQ, have designed a web series: Brand Ambassador Marcel Baumann and GQ Supertramp, aka Simon Lohmeyer, encounter five personal stories, even more characters and any number of good drinks: Talking Tequila.