|St. Germain's Outstanding Ad|
Welcome to the "Noticed Your Ad" series, where our self-proclaimed design snob discusses the ads that catch his eye -- for better or worse.
Forty-five Frenchmen ride bicycles through the hills of bohemia handpicking baskets of fragrant elderflowers. This isn't the setup for a joke about swishy foreigners, but rather the proud first steps taken in the distillation of the best spirit you've never had. Tasting like nectar with flavors of pear and lychee, St. Germain liqueur delivers. If you don't believe my palate alone, the spirit won Double Gold and Best in Show at the 2007 San Francisco World Spirits Competition. But to the company's owner, Rob Cooper, developing emotions and not merely visuals in the brand's advertising was as important as the taste. While his advertising goal was intimidating, Cooper knew it would get him a far greater return on his investment in the long run.