Apr 25, 2012

Farmer’s marketing

The Farmer’s market in Amsterdam’s Noordermarkt is celebrating 25 years, which gives it the right to claim authenticity, even though in keeping with Joseph Pine’s rule 2 (see intro) it becomes even more authentic by not claiming it. That’s not the case with this wine bottle however, which is flirting with rule 3 big time and using Authentic as a brand name. It adds a gratuitous wax seal image and black and white photography for good measure, at which point the seeker of truth would normally turn away.

It’s saved however by the fact that it’s called ‘Authentic Farmer’s Cheese’, leaving the buyer to fill in the connection that it’s probably (I’m sure the back label explains) a wine specially created for drinking with ‘proper’ cheese.