Working in marketing, we love us some labels to sweepingly categorize and stereotype a group of people we wish to sell to. We especially like to piggy back on the societal trends of the day by making up acronyms or words from combining other words (see shopportunistic, Yuppie, DINKs, etc).
The other night at post-work “Ladies Night” drinks I came face to face with the perfect marketing word for the trendy segment of our generation in LA – behold, The Eco-Tini.
As defined on the drink menu:
VeeV Acai Spirit, Fresh Cucumber, Fresh Mint, Simple Syrup, Soda
(VeeV Acai Spirit is a carbon neutral certified spirit and $1 of each bottle sold goes towards green iniatitives)
Hilarious.
As defined by me:
Sex and the City aspiration with a dash of conscious consumerism/responsibility
She’s your mid-twenties girl in a hip city (LA, NY, and now Chicago will do – thanks Obama.) Her POV on friendships, men, and work/life balance was heavily influenced by the ladies of Sex and the City (on TV during her formative teen years). However, just running after the glossy SATC totems (designer shoes and clothes, an apartment she can’t afford) is not exactly what the zeitgeist ordered anymore.
So now we have tons of former fashionistas hitting up Santa Monica and Hollywood organic farmers’ markets and looking for the perfect aluminum water bottle…while balancing a freewheeling, hedonistic early twenties.
Self-contradiction is tough, but it does breed creativity. A few Sundays ago in the New York Times, some media certified Eco-tini made the argument that couture is actually sustainable because it’s a lasting investment. Whatever helps you sleep at night.
0 Responses to “Insight from a drink menu”