Here’s an interesting piece of brand activation announced by Mumm Champagne around Cowes week.
Exclusively for Ladies Day, the G.H.Mumm Water Butler will be cruising around on the water awarding chilled bottles of G.H.Mumm Cordon Rouge Champagne to the most stylish crews on the water.
Does it send a mixed message? Champagne G.H. Mumm has used its association with sailing and adventure for 180 years. The message – Mumm Champagne celebrates remarkable feats of endurance and human achievement. A long time supporter of Dame Ellen MacArthur, the brand seems to be diluting this rich heritage with a campaign that might be seen as being not so much about human achievement as how you look doing it.
We’re also wondering about the message it sends about women sailors. In the week that Dee Caffari and Sam Davies led an all women crew to smash the round Britain record, are Mumm suggesting that crews attending ladies day are not there to compete?
Sailing is a ‘broad church’ though. Obviously there is scope for those who are out on a classic yacht in their white and blue labels to accept a bottle of bubbly over the transom. Cowes Week can certainly use the glamour.
What do you think?