Mumm Celebrates Cowes Week Style Achievements. 5


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?

  • It appears that Mumm may be trying to position itself as a “stylish” product for women sailors. Whilst at first glance it may appear completely at odds with the hardier, recognition-based positioning, it would be interesting to know how else this campaign is supported. As a stand-alone campaign, I agree that it potentially risks being associated with superficiality and frivolity. However, if the campaign is supported with additional highly-personalised “offerings” to female crews, then it may leverage a significant activation platform. I would definitely recommend the latter! Editor, please keep us posted on this!

  • hspedding

    Mumm suggesting that crews attending ladies day are not there to compete? Of course not, how can what they are offering even come close to suggesting that? If you are at Cowes to have fun then you can make use of it, if you are there to win then you can ignore it. It's a marketing gimmick, they do something different every year (the year before last was Bear Grylls parachuting and then Jet SKiing past Cowes with a Mumm Flag). As for what Dee and Sam (and Miranda and Alex) have just achieved, did you not notice what was used for their celebration…Champagne Mumm of course.
    A few years ago Tropicana were giving out Ice Cream served by female models from a RIB, but you would never have thought to ask if this meant the men were not there to compete.

  • The cases cited make the author's point I think. Mumm is a brand of champions, it is about human achievement and endeavour. Not just bling bubbles, it's ambassadors are people like Bear Grylls, Dame Ellen Macarthur, Round Britain record holders.

    Perhaps it is the media's spin that makes it seem a little – well – cheap.
    Elaine Bunting wrote yesterday – “a good reason to try to wear your wedge heels aboard”. Nothing to do with endeavour or achievement, just looks. In that sense, it doesn't seem like a very Mumm thing to do.

  • hspedding

    Mumm suggesting that crews attending ladies day are not there to compete? Of course not, how can what they are offering even come close to suggesting that? If you are at Cowes to have fun then you can make use of it, if you are there to win then you can ignore it. It's a marketing gimmick, they do something different every year (the year before last was Bear Grylls parachuting and then Jet SKiing past Cowes with a Mumm Flag). As for what Dee and Sam (and Miranda and Alex) have just achieved, did you not notice what was used for their celebration…Champagne Mumm of course.
    A few years ago Tropicana were giving out Ice Cream served by female models from a RIB, but you would never have thought to ask if this meant the men were not there to compete.

  • The cases cited make the author's point I think. Mumm is a brand of champions, it is about human achievement and endeavour. Not just bling bubbles, it's ambassadors are people like Bear Grylls, Dame Ellen Macarthur, Round Britain record holders.

    Perhaps it is the media's spin that makes it seem a little – well – cheap.
    Elaine Bunting wrote yesterday – “a good reason to try to wear your wedge heels aboard”. Nothing to do with endeavour or achievement, just looks. In that sense, it doesn't seem like a very Mumm thing to do.