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That sit will never sell! A Book About Ideas by the Person Who Had Them [#470064]
"That s*it will never sell!": A Book About Ideas by the Person Who Had Them by David Gluckman
English | September 6, 2022 | ISBN: N/A | ASIN: B0BDGDPB2J | 340 pages | EPUB | 4.77 Mb
"The green on the label reminds me of US uniforms in Vietnam," the legendary drinks titan said the first time he tried Baileys Irish Cream. He sipped it with no enthusiasm, before delivering his verdict: "That shit will never sell!"
More than two billion bottles later, join visionary drinks creator David Gluckman on a rollicking tour through the backroom alchemy of the drinks business, where wild ideas, daring innovations and brilliant products are mixed with a dash of advertising genius to become global mega-brands. And some of the world's best-loved drinks.
Unashamed controversialist Gluckman takes us behind the curtain of the 'Mad Men' era of volatile creatives, buccaneering businessmen and boozy lunches -and his half-century concocting ideas for the world's most intoxicating industry. From clashing egos to late-night panics, "That s*it will never sell!" is an anecdote-rich account of how great ideas happen. And sometimes don't.
As well as the biggest hits of his career -multi-billion-selling Baileys, Smirnoff Black, Tanqueray Ten, Cоroc vodka, Sheridan's, The Singleton, Aqua Libra, J&B Jet, Purdey's, Piat d'Or and more- Gluckman's candid insider account also deals with the great ideas that didn't make it (yet) - the nearly-weres, could've-beens and absolutely should've-beens.
It's the triumphs as well as hard-won insights distilled from 50 years of experience as a brand champion and ideas man that make Gluckman's unique book a modern bible for anyone in the business of products, brands, advertising and marketing - a road-map for all creatives on how to pilot their ideas through the complexities of a modern business machine designed to avoid risk.
Beginning in swinging '60s London - before focus groups were an industry, when people did real drinking at lunchtime and market research meant putting a bottle in a nearby pub and seeing what happened - "That s*it will never sell!" features the remarkable true stories behind:
*Baileys: How a 30-second idea went on to sell billions of bottles globally
*Cоroc: How the world's first grape vodka started life in a brandy distillery in Tbilisi
*Guinness Light: How a "sure-fire hit" collided spectacularly with reality
*Le Piat d'Or: How the French "adored" a wine they'd never tried
Plus, now in a brand-new special edition eBook version, Gluckman adds over a hundred live-action links -to atmospheric video content, newsreels and the greatest, nostalgia-inspiring adverts of his career- to take readers back to the golden age of advertising.
With its tell-all style, lashings of humour and all-new "retrospective" flavour, Gluckman's inside story of the drinks business is sure to cause a stir.
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