WEBVTT - The Dark Side of Celebrity Endorsements 0:00:03.760 --> 0:00:04.720 Now really. 0:00:06.760 --> 0:00:11.200 Really now really hello, and welcome to really know really 0:00:11.240 --> 0:00:13.920 with you Jason Alexander and Peter Tilden, who both endorsed 0:00:13.920 --> 0:00:16.200 the idea of you subscribing to our show and as 0:00:16.239 --> 0:00:18.279 if you can see it coming, This episode is about 0:00:18.280 --> 0:00:22.040 celebrity endorsement deals. They are often big money, considerable risk, 0:00:22.160 --> 0:00:24.080 and sometimes they go very very bad. 0:00:24.239 --> 0:00:25.319 Adidas may lose on. 0:00:25.360 --> 0:00:28.680 A billion dollar deal with the controversial artist Ya formerly 0:00:28.760 --> 0:00:32.560 Kanye West, Sean Puff Daddy p Diddy Combs has reportedly 0:00:32.600 --> 0:00:36.720 lost eighteen brand partnerships due to assault allegations, and even 0:00:36.800 --> 0:00:40.640 Brad Pitt and Angelina Jolie's wine brand may go sour. 0:00:40.440 --> 0:00:42.040 Due to their acrimonious divorce. 0:00:42.440 --> 0:00:46.080 Given all this, companies even bother with celebrity endorsers. To 0:00:46.120 --> 0:00:49.040 help answer that question, we've invited Mark Habes, the CEO 0:00:49.120 --> 0:00:51.840 of the Helmsman Group, to weigh in. His company often 0:00:51.840 --> 0:00:54.680 helps big stars and big brands to connect with exceptionally 0:00:54.760 --> 0:00:55.840 lucrative endorsements. 0:00:55.960 --> 0:00:58.120 He'll discuss whether celebrities. 0:00:57.560 --> 0:01:00.120 Really use the brands they're shilling for, what makes it's 0:01:00.120 --> 0:01:02.279 a celebrity and a product of the right fits and 0:01:02.320 --> 0:01:05.360 the fascinating story of what happened when the legendary promoter 0:01:05.480 --> 0:01:08.759 Don King signed Michael Jackson up for a Pepsi commercial 0:01:08.959 --> 0:01:10.080 without his permission. 0:01:10.360 --> 0:01:15.160 Really no, really, here's Jason mcpeter. Now, all right, I 0:01:15.160 --> 0:01:17.880 have a feeling in today's episode that you are going 0:01:17.959 --> 0:01:21.160 to uh, You're going to damage, You're gonna hurt me, 0:01:21.280 --> 0:01:25.960 You're going to enpinge on somehow. This is going to 0:01:26.040 --> 0:01:33.840 be because I am I've been doing commercials since I 0:01:33.920 --> 0:01:36.960 was fourteen years old. I've been doing commercials. They have 0:01:37.080 --> 0:01:39.280 always been a part of my career. Wait, commercials when 0:01:39.319 --> 0:01:43.400 I became an international stock superchol back. 0:01:43.280 --> 0:01:45.840 Off from when you became that the lawsuit what what 0:01:45.880 --> 0:01:47.360 did you do? At fourteen? That you promote? 0:01:47.440 --> 0:01:51.160 My first commercial was for Hershey Kisses. My wife actually 0:01:51.200 --> 0:01:52.840 found my wife when she met me and went, oh 0:01:52.920 --> 0:01:55.200 my god, I remember you from this commercial? What did 0:01:55.240 --> 0:01:57.880 you do? I was fourteen or fifteen years old. It 0:01:57.960 --> 0:02:00.600 was one of those Hrshey commercials where there were, you know, 0:02:00.680 --> 0:02:03.160 three vignettes, and I'm in the first vignette, What you do? 0:02:03.480 --> 0:02:06.440 It's me as a kid in high school. I've got 0:02:06.440 --> 0:02:09.679 my little varsity jacket on and there is an absolutely 0:02:09.720 --> 0:02:14.480 beautiful older teenage girl walking toward me in the background, 0:02:14.800 --> 0:02:17.560 and I'm looking in the camera going Mom always said, 0:02:17.720 --> 0:02:20.360 big things come in little packages, like the big taste 0:02:20.400 --> 0:02:24.240 of chocolate in this little Hershey's kiss, and this beautiful 0:02:24.280 --> 0:02:27.840 girl then goes hi, David, and without looking I go, my, Sheila, 0:02:29.200 --> 0:02:31.160 you know, so I'm the I'm the big thing a 0:02:31.240 --> 0:02:33.920 little page and that was my first commercial, and then 0:02:33.960 --> 0:02:37.679 I all through the commercial agent. At thirteen, already I 0:02:37.960 --> 0:02:41.520 had a manager and yeah, so I was freelancing with 0:02:41.560 --> 0:02:44.000 many ages. But all through the seventies as I was 0:02:44.040 --> 0:02:47.520 going to college, and all through the eighties. My career 0:02:47.520 --> 0:02:49.960 in the eighties was everything I wanted it to be, 0:02:50.080 --> 0:02:52.320 really was. I was working in the theater in New 0:02:52.360 --> 0:02:55.240 York Broadway enough Broadway, and I would do an occasional 0:02:55.320 --> 0:02:59.040 television or film thing, not anything, but I would do them. 0:02:59.240 --> 0:03:03.240 But commercials. Where I made my money was in commercials. 0:03:03.400 --> 0:03:06.240 So when I hit as a celebrity, I went, I 0:03:06.240 --> 0:03:07.640 can make more money. 0:03:08.600 --> 0:03:10.800 So what we wanted to do in this episode, but 0:03:10.919 --> 0:03:13.639 celebrity critise it looks huge. 0:03:13.760 --> 0:03:14.560 But here's the deal. 0:03:15.160 --> 0:03:20.440 I've seen some articles that say celebrity endorsements are now 0:03:21.040 --> 0:03:26.720 fraud with all kinds of issues. You got Ye or 0:03:26.800 --> 0:03:30.480 Kanye who did a deal with Adidas. They now are 0:03:30.520 --> 0:03:32.440 in a position and if I get these numbers wrong, 0:03:33.600 --> 0:03:36.760 look them up. I think they have I think over 0:03:36.840 --> 0:03:39.240 a billion dollars worth of you sneakers that they can 0:03:39.320 --> 0:03:43.840 either a sell as unbranded for next to nothing, b 0:03:44.120 --> 0:03:47.000 sell as easies for next to nothing, or put them 0:03:47.000 --> 0:03:50.240 in a landfill write it off and America will go 0:03:50.360 --> 0:03:53.280 nuts go And you put how many sneakers in a landfill? 0:03:53.560 --> 0:03:54.880 So you got that? Can they write? 0:03:54.920 --> 0:03:56.320 Can they put more letters on it? 0:03:56.400 --> 0:03:56.520 Like? 0:03:56.680 --> 0:03:57.160 Make them? 0:03:57.200 --> 0:03:57.400 Oh? 0:03:57.440 --> 0:04:01.880 Ye, God easy, easy? Right? 0:04:02.120 --> 0:04:04.440 They trust me. I think they got a team working 0:04:04.480 --> 0:04:06.000 on how to do so done? 0:04:06.000 --> 0:04:07.880 So okay. So you got that. You got Bread and 0:04:08.000 --> 0:04:12.720 Angelina are having just this worst worst divorce where they're 0:04:12.800 --> 0:04:15.680 suing each other and fighting about this winery you're drinking. 0:04:15.720 --> 0:04:17.320 You're drinking. You're drinking that wine. 0:04:17.440 --> 0:04:21.240 He got p Diddy is now he has a tequila brand. 0:04:21.279 --> 0:04:23.520 He has a bunch of other stuff not going so 0:04:23.600 --> 0:04:26.720 well because there's all the accusations with Diddy and on 0:04:26.800 --> 0:04:27.440 and on and on. 0:04:27.800 --> 0:04:29.920 You have In the meantime, you got Ryan Reynolds, who 0:04:29.920 --> 0:04:32.400 owns nine thousand different he's doing. 0:04:32.520 --> 0:04:37.760 But that's different. He owns what happened. So we wanted 0:04:37.760 --> 0:04:39.400 an actually to. 0:04:39.400 --> 0:04:42.839 Talk about, I know, to talk about what's happening with 0:04:42.880 --> 0:04:45.960 celebrity brands because it looks like what was our headlines 0:04:46.000 --> 0:04:46.479 for this one? 0:04:46.480 --> 0:04:51.800 Our headline for this one was celebrity because it seemed like. 0:04:52.320 --> 0:04:54.120 It looks like it's going that way, and you know, 0:04:54.160 --> 0:04:56.480 what's the weirdest And I hate to bring this up, 0:04:57.520 --> 0:05:00.400 but what I read was the turning point we're having 0:05:00.560 --> 0:05:05.880 specific contract with specific wording was the Kobe Bryant because 0:05:05.880 --> 0:05:09.599 I guess the endorsers thought, here's a guy'squeaky clean, no problem, 0:05:09.640 --> 0:05:11.560 And when they had the rape accusation, which by the way, 0:05:11.839 --> 0:05:15.080 went away, it was still was like, oh my gosh, 0:05:15.120 --> 0:05:18.160 we got to think about circumstances around athletes, around people, 0:05:18.160 --> 0:05:20.919 because we don't know, and it can tarnish your brand forever. 0:05:21.000 --> 0:05:23.320 And then there's how does the brand respond? Do they 0:05:23.320 --> 0:05:26.600 respond quickly? Did they not? Is it long term? Does 0:05:26.640 --> 0:05:29.240 it last for a long time? And then are we 0:05:29.279 --> 0:05:33.159 moving toward influencers from celebrities? Because if you, Jason Alexander, 0:05:33.200 --> 0:05:36.160 have seven products you endorsing, what does that say to me? 0:05:39.120 --> 0:05:41.680 Can I get up to seven you really want. 0:05:41.720 --> 0:05:44.360 Okay, So if anybody's watching that has any endorsement for Jason, 0:05:45.320 --> 0:05:47.159 obviously you know he's ready to go. 0:05:47.320 --> 0:05:50.080 I'm allergic to cats. Don't get me anything particularly looking 0:05:50.080 --> 0:05:58.320 for travel. Oh, I'll play a game with you later. Okay, Okay, 0:05:58.320 --> 0:05:59.200 all right, we'll find out. 0:05:59.240 --> 0:06:01.120 So we're gonna to talk to Mark has As, the 0:06:01.160 --> 0:06:04.279 CEO of the Helmsman Group, which helps brands navigate the 0:06:04.320 --> 0:06:07.839 world of consumer package good I assume he'll be able 0:06:07.839 --> 0:06:11.080 to tell us what the world of endorsements look. More importantly, 0:06:12.160 --> 0:06:16.640 I understand the subject the whole episode was getting you 0:06:16.680 --> 0:06:17.000 a gig. 0:06:17.040 --> 0:06:18.280 Okay, let's start to Mark. 0:06:18.360 --> 0:06:22.279 Let's find out Mark. I. I don't know how Peter feels. 0:06:22.320 --> 0:06:25.360 I'm delighted you're here. He has an agenda for the show, 0:06:25.400 --> 0:06:27.560 which is to find out about what's going on. I'm 0:06:27.560 --> 0:06:33.159 also well, yes, I don't know. I think you're on 0:06:33.240 --> 0:06:34.400 the unmarked negative. 0:06:34.920 --> 0:06:35.120 Mark. 0:06:35.200 --> 0:06:38.320 This is I'm happy here. I'm pretty sure this is 0:06:38.320 --> 0:06:41.440 going to wind up in some sort of commercial endorsements. 0:06:41.279 --> 0:06:43.679 Because I see, I see, because this man. 0:06:43.480 --> 0:06:46.320 Has this fire. All right, hold on, you are going, Oh, 0:06:46.360 --> 0:06:50.360 it's a trap, it's on the way. It's all going down. Gosh, 0:06:50.480 --> 0:06:52.760 your team negative, I'm team now. 0:06:52.839 --> 0:06:54.960 I see I didn't understand Mark what he was doing. 0:06:55.000 --> 0:06:58.000 You never do because I want. I wanted to find 0:06:58.000 --> 0:07:01.080 out because I'm reading articles about all these articles about 0:07:01.120 --> 0:07:04.240 celebrity endorsements, and so many of them. We just talked 0:07:04.240 --> 0:07:07.880 about easy. We talked about Angeline and Joel Liam Bradbett 0:07:07.960 --> 0:07:10.720 arguing fighting each other and yet I'm buying their wine. 0:07:10.760 --> 0:07:12.960 Really, we talked about. 0:07:13.160 --> 0:07:14.880 Let's me wrong. What do you think that they're peeing 0:07:14.920 --> 0:07:17.440 in the wine because they're getting image. 0:07:17.400 --> 0:07:18.080 They're worried about. 0:07:18.240 --> 0:07:20.840 You'll find out from him imaging this brand change. We 0:07:20.920 --> 0:07:25.000 talked about uh P Diddy is having issues right now, 0:07:25.040 --> 0:07:27.440 and on and on and on and on. So the question, 0:07:27.560 --> 0:07:31.320 this is why I searched you out, was our celebrity 0:07:31.360 --> 0:07:34.000 endorsement's gone bad? I mean, is this the beginning of 0:07:34.040 --> 0:07:36.520 the end for celebrity endorsements because they're so fraught with 0:07:36.640 --> 0:07:40.680 issues or or is nothing going to change? Or is 0:07:40.720 --> 0:07:45.240 it going from a and paid endorser to partnerships to 0:07:45.520 --> 0:07:47.640 like Jason brought up Brian Reynolds. So a guy who 0:07:47.640 --> 0:07:49.240 says I don't need any of this, I can create 0:07:49.280 --> 0:07:52.280 it myself. So first of you can address because this 0:07:52.320 --> 0:07:55.640 is your business, your life. What's happening with celebrity endorsements? 0:07:55.640 --> 0:07:57.440 How do you protect yourself with a brand? 0:07:59.320 --> 0:08:01.320 Well, they've they've really taken off. 0:08:01.600 --> 0:08:03.800 There's a lot of endorsements out there right now, and 0:08:04.320 --> 0:08:07.920 celebrities are jumping on the bandwagon. I think because they 0:08:07.960 --> 0:08:12.520 see the success from Ryan Reynolds. I think alcohol as 0:08:12.560 --> 0:08:15.760 a whole is trying to figure out what the direction 0:08:16.000 --> 0:08:19.160 destiny is. And I think the big brands the Augio 0:08:21.000 --> 0:08:25.920 Parno regard, are accessing talent because there's so much competition 0:08:25.960 --> 0:08:29.560 from artisanal products that they've seen a decline in sales, 0:08:29.560 --> 0:08:31.440 and so I think a lot of this is marketing 0:08:31.600 --> 0:08:35.240 led by the big brands to attract more consumers back 0:08:35.280 --> 0:08:35.760 to the base. 0:08:36.679 --> 0:08:39.800 So she Jason get involved in an alcohol brand? Alcohol brand? You, 0:08:40.320 --> 0:08:41.720 by the way, do you have to drink to get 0:08:41.760 --> 0:08:42.839 involved in an alcohol brand. 0:08:43.600 --> 0:08:48.920 I think it's important because there's a degree of authenticity 0:08:49.520 --> 0:08:49.760 I have. 0:08:50.960 --> 0:08:53.679 But I know somebody all right, wait, wait, wait wait wait, 0:08:53.720 --> 0:08:58.280 I just love the way. Yeah, I know somebody who 0:08:58.320 --> 0:09:00.320 is a I don't want to give it away, who 0:09:00.440 --> 0:09:03.960 is a celebrity, Okay, who has an alcohol brand that 0:09:04.040 --> 0:09:04.959 does not drink at all. 0:09:05.160 --> 0:09:11.960 Sure, I well, it's only honestly, Mark, correct me if 0:09:12.000 --> 0:09:14.760 you think I'm wrong. It's only a problem if I go, hey, 0:09:14.760 --> 0:09:19.000 I'm Jason Alexander and I drink slowly every day. If 0:09:19.000 --> 0:09:22.640 I'm lying, there's a problem. But if I go, you know, 0:09:23.120 --> 0:09:25.120 I look at that bottle. That's a beautiful bottle. My 0:09:25.240 --> 0:09:28.560 friends love it when I serve. When I serve vodka, 0:09:28.679 --> 0:09:31.360 I serve slowly. I'm not I'm not saying anything. 0:09:31.400 --> 0:09:33.960 Look at the Look at the cork, Look at the writing, 0:09:34.120 --> 0:09:37.959 Look at the font. Is is this a brand or what? 0:09:39.000 --> 0:09:40.679 Or what is this a brand or what? 0:09:41.760 --> 0:09:44.160 So the alcohol thing, it's funny because initially we're talking, 0:09:44.160 --> 0:09:47.680 we were looking at all the alcohol brands that are popping, 0:09:47.720 --> 0:09:50.480 and we had in Brian Cranson, who is an alcohol brand. 0:09:51.040 --> 0:09:53.120 But it seems like everybody's got a brand. There's that 0:09:53.280 --> 0:09:55.800 when we were when we were playing around with with 0:09:56.120 --> 0:09:59.560 h Cranson, you know, we we talked about, you know, 0:10:00.120 --> 0:10:03.600 he's got it. There's so many there must be easily, 0:10:03.640 --> 0:10:05.520 if we thought about it, two dozen that we could 0:10:05.600 --> 0:10:06.360 name or more. 0:10:06.559 --> 0:10:10.440 Yeah, I know about one hundred of. 0:10:10.320 --> 0:10:14.160 Those of the hundred, Yeah, how did the celebrity get 0:10:14.160 --> 0:10:17.760 involved in some cases like with our with our buddy 0:10:17.760 --> 0:10:22.200 Brian Cranston, he went and became he's the guy, he's 0:10:22.200 --> 0:10:25.160 the producer of the of the alcohol. But for somebody 0:10:25.200 --> 0:10:28.920 who's who has just been invited on as a brand ambassador? 0:10:29.480 --> 0:10:33.880 Mm hmm, what what I mean? Do do the companies 0:10:33.880 --> 0:10:36.760 not feel like they've glutted that market? 0:10:37.480 --> 0:10:40.079 So what I've seen, what I what I when I'm 0:10:40.120 --> 0:10:45.000 experiencing in our industry sectors, there are those that build brands, 0:10:45.160 --> 0:10:50.960 Ryan Reynolds, Cranston for sure, dos Hombres, Matthew Conye and 0:10:50.960 --> 0:10:54.640 his wife Pelatonis. They are coming out with their own product. 0:10:55.080 --> 0:11:01.720 There are there are many that contribute either through collaboration, 0:11:02.559 --> 0:11:05.200 they want to be part of the party, or they're 0:11:05.280 --> 0:11:09.280 sought after for their reach and their audience attraction. Because 0:11:09.360 --> 0:11:12.040 the bigger brands have seen some decline in the last 0:11:12.080 --> 0:11:14.320 three or four years of their top line sales. 0:11:14.600 --> 0:11:16.040 Is that a problem? By the way, are people drinking 0:11:16.120 --> 0:11:19.280 less alcohol? And if they are, what are they going to? 0:11:21.000 --> 0:11:23.920 So that's I would say, yes, it's happening. It's a 0:11:23.920 --> 0:11:27.880 common misconception. So the abstainers pre COVID were about thirty 0:11:27.920 --> 0:11:30.840 eight percent of the marketplace. Now it's about forty one percent. 0:11:30.880 --> 0:11:33.839 So we saw a change of three percent. Call that 0:11:34.400 --> 0:11:36.559 the Abstained great for a podcast, the Abstainer. 0:11:37.200 --> 0:11:37.720 I love that. 0:11:37.760 --> 0:11:39.839 But that's great, okay, And what do we know? Why 0:11:39.880 --> 0:11:43.680 do we know? Psychologically what's happened since COVID. 0:11:44.280 --> 0:11:46.280 During COVID, a lot of people have felt that they 0:11:46.280 --> 0:11:50.160 had permission to indulge whenever however they wanted. 0:11:50.240 --> 0:11:51.520 There was there was no judgment. 0:11:52.600 --> 0:11:56.000 Some people were consuming their favorite cocktails, you know, before noon. 0:11:56.840 --> 0:12:01.559 Now that we're back and socialized again, on premise sales 0:12:01.600 --> 0:12:05.640 have ticked up. The off premise sales have ticked down. 0:12:05.679 --> 0:12:10.800 People are looking at health and better health consciousness, I 0:12:10.800 --> 0:12:15.240 would say, and so the rate has declined. 0:12:15.400 --> 0:12:16.160 It's also. 0:12:17.400 --> 0:12:20.800 As we age millennials in particular and now gen Z 0:12:20.960 --> 0:12:24.480 who's coming into it, they want a more healthful experience 0:12:24.480 --> 0:12:25.600 and so they're just not consuming. 0:12:25.840 --> 0:12:27.520 Well I just saw that, and I also saw a 0:12:27.559 --> 0:12:29.480 studied said, and again, I don't know how much of 0:12:29.520 --> 0:12:31.760 this applies to your area of food and alcohol, but 0:12:31.920 --> 0:12:34.600 in beverage, but seventy eight percent of millennials aren't influenced 0:12:34.600 --> 0:12:38.840 by celebrity endorsements anymore. It just doesn't resonate. You're seeing that, 0:12:38.880 --> 0:12:40.199 you're seeing that as a difference. 0:12:41.840 --> 0:12:46.160 Yeah, I believe that, But there are these these anecdotes 0:12:46.160 --> 0:12:48.920 that are just mind blowing, Like mister Beast, I mean, 0:12:48.960 --> 0:12:52.320 he's able to attract the massive amount of consumers to 0:12:52.360 --> 0:12:52.920 his brands. 0:12:53.320 --> 0:12:57.960 I've referenced Stowshnaiah before. So if I imagine in the 0:12:58.040 --> 0:13:02.760 vodka market, stolely has got to your presence. If there 0:13:02.880 --> 0:13:06.160 is a celebrity on another vodka, is that going to 0:13:06.280 --> 0:13:09.720 push it into competition much faster than another? Is it 0:13:09.760 --> 0:13:12.720 the quality of the product or is it the veneer 0:13:12.760 --> 0:13:16.400 of the celebrity that suddenly makes something bang through like that? 0:13:17.240 --> 0:13:19.439 It there, It depends. 0:13:19.440 --> 0:13:21.800 There's three, So there's three attributes that I look at 0:13:21.840 --> 0:13:25.240 when I look at different celebrity endorsement. Stan Akrott has 0:13:25.240 --> 0:13:28.640 a vodka and a lot of that is about the 0:13:28.679 --> 0:13:30.280 bottle and the presence, and he was one of the 0:13:30.280 --> 0:13:32.760 early celebrities to bring a vodka out, so he's going 0:13:32.800 --> 0:13:36.120 to have some staying power. Now there's other vodkas that 0:13:36.120 --> 0:13:38.880 have come into the market. I think it's Pitbull. He's 0:13:38.880 --> 0:13:41.960 got a vodka and all of his claims his attributes 0:13:42.000 --> 0:13:45.240 are filter, filter, filter. It's filtered so many times, then 0:13:45.280 --> 0:13:46.760 filtered again, and then I'm. 0:13:46.679 --> 0:13:47.640 Actually water. 0:13:50.840 --> 0:13:54.200 And then it goes into the bottle pitbull. Every bottle 0:13:54.320 --> 0:13:56.920 goes through me. I'm the final filter. 0:13:58.760 --> 0:13:59.000 Wow. 0:13:59.040 --> 0:14:01.480 Wow Yeah is that okay? So as a marketing guy, 0:14:01.480 --> 0:14:02.679 does that make a difference to people? 0:14:04.360 --> 0:14:04.560 Yeah? 0:14:04.640 --> 0:14:06.840 I mean if you like your celebrity and you want 0:14:06.880 --> 0:14:09.520 to live vicariously through them and be connected to them, 0:14:09.600 --> 0:14:12.319 You're always going to get sales by having a celebrity endorsement. 0:14:12.360 --> 0:14:14.000 It's always going to be a lyft and a pickup. 0:14:14.120 --> 0:14:16.800 But is it going to be a rock solid brand? 0:14:16.800 --> 0:14:20.320 I mean, the case study of Aviation Jin and Ryan 0:14:20.360 --> 0:14:23.320 Reynolds is just it's mind blowing what they were able 0:14:23.320 --> 0:14:24.560 to do with that brand. 0:14:24.360 --> 0:14:26.680 And why is it? What did he have in place? 0:14:26.760 --> 0:14:29.800 What did he have as an endorser and creator that 0:14:29.880 --> 0:14:32.640 nobody else said that he could accelerate so fast? 0:14:33.560 --> 0:14:34.280 He had appeal. 0:14:35.000 --> 0:14:39.400 He used his character persona or his irreverence to kind 0:14:39.400 --> 0:14:42.400 of create this shtick when he was doing his advertisements 0:14:42.440 --> 0:14:44.560 as commercials where he's a novice. 0:14:44.600 --> 0:14:46.520 I don't really know. I'm not really a mixologist. 0:14:46.560 --> 0:14:48.680 I don't know what to do with this, And you know, 0:14:48.800 --> 0:14:52.560 he's just it's this funny, almost slapstick approach to how 0:14:52.920 --> 0:14:56.280 he created those commercials which appealed to every person. 0:14:56.600 --> 0:14:59.720 But if his gin doesn't taste better than Schleimann's gym, 0:15:00.440 --> 0:15:04.360 I don't know from Jen, how is it gonna? I mean, 0:15:04.440 --> 0:15:06.560 what do you get? You might get somebody to go, oh, 0:15:06.600 --> 0:15:09.400 you know, let's try that Ryan Reynolds gin once. But 0:15:09.440 --> 0:15:10.920 if it doesn't measure up. 0:15:11.760 --> 0:15:14.360 So the formula for that aviation, Jen. The reason I 0:15:14.400 --> 0:15:16.720 think it performed really was it's a great product. It's 0:15:16.720 --> 0:15:18.560 a high quality product. So you have to have that. 0:15:18.680 --> 0:15:21.160 You have the presence in the persona and the marketing 0:15:21.160 --> 0:15:24.640 and the brand. Those are powerful elements. But I also 0:15:24.720 --> 0:15:25.440 call it a gateway. 0:15:25.480 --> 0:15:25.640 Jen. 0:15:25.840 --> 0:15:29.160 It's very light in flavor. From a gin perspective, it's 0:15:29.440 --> 0:15:31.760 vodka elevated. 0:15:32.680 --> 0:15:35.280 I like that better than that podka. That's what our 0:15:35.320 --> 0:15:37.240 slogan would be, vodka elevated. 0:15:37.560 --> 0:15:41.120 I'm thinking back, I kind of you'll remember this mark, 0:15:41.160 --> 0:15:44.480 you remember this, You probably remember this, dear. What was 0:15:45.000 --> 0:15:47.640 what was the image you're going for for Paul Gallo 0:15:47.760 --> 0:15:51.800 Wines by having orson wells, oh. 0:15:51.680 --> 0:15:52.720 No wine before it's time? 0:15:52.880 --> 0:15:57.600 Yeah, I mean you got a guy sitting there basically immobile. 0:15:58.040 --> 0:16:00.240 It looks like he's been sitting at that chair for 0:16:00.280 --> 0:16:00.800 a long while. 0:16:01.000 --> 0:16:02.280 You think he's been drinking the product. 0:16:02.760 --> 0:16:08.280 Yeah, I mean, what what would be the. 0:16:09.280 --> 0:16:10.080 I guess that. 0:16:10.120 --> 0:16:12.000 It was about, Oh, I want to live the happy, 0:16:12.480 --> 0:16:15.560 carefree lifestyle of the Ryan Reynolds kind of thing. How 0:16:15.600 --> 0:16:19.840 does they can't transferent them? Oh there's a guy, I 0:16:19.840 --> 0:16:20.160 got it. 0:16:20.200 --> 0:16:23.240 That appeals to people who just want to say, if 0:16:23.240 --> 0:16:27.200 you're not active, if you have no plans of going out, 0:16:27.200 --> 0:16:30.240 of socializing, if you're just drinking home in the dark quietly. 0:16:31.160 --> 0:16:32.880 By the way, the greatest thing of all time is 0:16:32.920 --> 0:16:35.920 if you have never seen them the bloopers when Orson 0:16:36.000 --> 0:16:39.400 Wells was apparently quite inebriated trying to make those commercials, 0:16:39.760 --> 0:16:40.680 and the reading is. 0:16:40.680 --> 0:16:44.920 About I think that sold it more. 0:16:46.280 --> 0:16:48.440 That make me go if he's drinking this stuff, he's 0:16:48.680 --> 0:16:49.320 it's doing. 0:16:49.960 --> 0:16:54.640 And then don't go anywhere. So another question, how do 0:16:54.720 --> 0:16:56.720 you work tequilas? Can you flood the market with like 0:16:56.760 --> 0:16:59.000 how many is too many? All these guys are making 0:16:59.000 --> 0:17:01.520 tequilas and it's like, really we need another tequila? 0:17:01.600 --> 0:17:01.840 Really? 0:17:02.720 --> 0:17:06.040 Yeah, the vodka and secular are the two most predominant 0:17:06.080 --> 0:17:08.760 celebrity indoors products, and you know, I scratched my head 0:17:08.760 --> 0:17:11.040 a little bit. Those are highly competitive spaces. If you 0:17:11.080 --> 0:17:13.320 really want to make a name for yourself, why are 0:17:13.320 --> 0:17:14.919 you going to where everybody else is? 0:17:15.040 --> 0:17:16.400 Choose something a little bit different? 0:17:16.520 --> 0:17:19.040 You know, like that it's for us, Mark, But what 0:17:19.080 --> 0:17:19.640 would that be? 0:17:20.359 --> 0:17:25.640 Yeah? I kind of like a Jason Alexander? 0:17:26.200 --> 0:17:32.000 What would that feel like? Are what would you. 0:17:32.280 --> 0:17:42.320 Well? 0:17:44.400 --> 0:17:47.399 Kind of like a Jason Alexander, what would that feel like? 0:17:47.520 --> 0:17:49.640 What would you would. 0:17:52.440 --> 0:17:52.640 Well? 0:17:52.720 --> 0:17:53.000 Rum? 0:17:53.119 --> 0:17:56.200 I think is interesting because it's an age spirit that's 0:17:56.440 --> 0:18:00.199 you know, under represented in the marketplace, and so as 0:18:00.280 --> 0:18:03.800 a degree of sophistication, it's affordable, it's accessible, so you 0:18:03.800 --> 0:18:07.720 can have a high quality rum at a mid price point. 0:18:08.040 --> 0:18:11.320 And there's only three celebrity endorsements for Rum. 0:18:11.359 --> 0:18:11.880 Who are the other? 0:18:12.000 --> 0:18:15.280 Rolling Stones is coming out with their rum eminently. 0:18:16.000 --> 0:18:18.320 That's for bad boys? Okay, go ahead? Yeah? Who else is. 0:18:20.520 --> 0:18:21.000 Bumboo? 0:18:21.040 --> 0:18:25.240 Who is a little Wayne? 0:18:25.840 --> 0:18:28.679 And in Silver Ray Bruno Mars that's a particularly good. 0:18:28.520 --> 0:18:33.200 Product, all right. I know the demographic that's available based 0:18:33.240 --> 0:18:37.160 on those two guys, and I liked everything that Mark 0:18:37.200 --> 0:18:39.080 said in describing why I would be good for that 0:18:39.119 --> 0:18:42.399 product other than the word aged. Other than that, I 0:18:42.400 --> 0:18:44.320 thought it was very, very all complimentary. 0:18:44.320 --> 0:18:48.240 Big market rum is not huge. 0:18:48.240 --> 0:18:52.000 I think it's so you go to a segment of 0:18:52.040 --> 0:18:54.920 the market that's underrepresented. If you have the brand cachet, 0:18:54.960 --> 0:18:58.040 because there's no competition, you go into that space. 0:18:58.680 --> 0:19:01.719 You know what I like about your thinking more? What 0:19:01.760 --> 0:19:02.760 are you laughing about? 0:19:03.320 --> 0:19:07.119 I actually because it's been so transparent now we just 0:19:07.160 --> 0:19:11.160 shifted into yeah, good topic, let's fund Jason product. It's 0:19:11.280 --> 0:19:12.960 it's actually this is. 0:19:12.920 --> 0:19:16.040 And I hope the rum manufacturers that they're listening. I 0:19:16.080 --> 0:19:19.000 actually like rum on the occasions. 0:19:20.200 --> 0:19:20.840 I love. 0:19:23.040 --> 0:19:26.800 I really I haven't. Rum is roum to me my 0:19:26.960 --> 0:19:30.000 find of alcohol. There is a sweetness to it that 0:19:30.119 --> 0:19:32.960 I really like, and it's it mixes with other things 0:19:32.960 --> 0:19:33.680 I like and mark. 0:19:33.720 --> 0:19:35.040 Not to put you in place, but if you have 0:19:35.080 --> 0:19:40.640 the money, if you have the name Chases Rum, how 0:19:40.640 --> 0:19:41.119 do you come. 0:19:41.040 --> 0:19:43.199 Up with a name for a room for Jason Alexander 0:19:43.800 --> 0:19:44.680 red Rome boy? 0:19:47.200 --> 0:19:48.960 Well, so what motivates you? 0:19:49.119 --> 0:19:49.399 What? 0:19:49.400 --> 0:19:52.880 What do you look for when you see a sea 0:19:52.960 --> 0:19:55.080 of products all over the place? What do you what 0:19:55.200 --> 0:19:56.280 cost you to pick one out? 0:19:57.200 --> 0:20:02.280 Usually the colors on the box. Uh No, I mean 0:20:02.280 --> 0:20:04.800 what would anybody look for. They'd look for quality, they'd 0:20:04.840 --> 0:20:07.800 look for consistency, they'd look for you. 0:20:08.480 --> 0:20:09.199 You haven't bought it. 0:20:09.400 --> 0:20:11.280 I haven't bought it yet. No. For me, then it 0:20:11.320 --> 0:20:14.080 would be Honestly, it's the aesthetics of how it's packaged. 0:20:14.840 --> 0:20:18.040