Wednesday, September 16, 2009 at 12:05AM
Is this cheesy or inspired? A creamy, embossed letter from Sinatra Family Estates arrived today, telling me that "we have partnered with the Sinatra Estate and his three children (Tina, Nancy, and Frank Jr.) to produce a world class wine in honor of Sinatra's incredible legacy. OK, so far, so good. But what copywriter uses the word "incredible."?
Now what do you think of this description of a wine called Composition? "This wine is a blend of Cabernet Savignon (90%) Cabernet Franc (7%) and Petite Verdot (3%) from our estate vineyards in the Calistoga region of Napa Valley, My Kind of Town! As for the 2007 vintage, It Was a Very Good Year. The vines benefited from an extended growing season and the warm Summer Wind. Hand picking the third week in October, In the Wee Hours of the Morning by Strangers In the Night, we were committed to All or Nothing At All, knowing that we could settle for nothing less than optimal brix levels to obtain berry juice worthy of declaring..., I've Got You Under My Skin.
They got under my skin all right. But I didn't decide it was really cheesy till just now when I retyped it. The labels looks understated, the logo sports a classy fedora, and there's a nice (hubbahubba!) photo of Frank. There's a lot to like about this collateral but I think they went too far with the song-in-copy routine. At the end of the letter we are directed to the Sinatra Restaurant at the Wynn Hotel, Las Vegas. 'Nuff said.