As regular readers of the Madly Blog will be familiar with, we’ve been full of praise for Vinomofo’s bold use of language. It has not only disrupted the category, it has an emotional bond with its audience that most brands would be envious of.
But it seems they’re trying too hard to appeal to the urban hipsters with their ’12 days of Motherf***in’ Christmas’ (see after the jump).
Sure, it’s bold and stands out from the usual Christmas noise. But for me this was not in keeping with the brand’s smart voice. It just made me cringe.
Interestingly, the follow up EDM (on the right) tamed the language down. Perhaps too many vinos before sending out the first one.