Reading Sailor Jerry's five-point corporate mission statement will give you a pretty good feel for the brand. The first point: "Avoid becoming Von Dutch at all costs!" The second: "keep our clothing off over-exposed celebrities!"
The edgy offshoot of buzz-making Philadelphia based ad agency Quaker City Mercantile (formerly known as Gyro Worldwide) sells clothes and other products adorned with the gritty, groundbreaking tattoo artwork of the legendary Norman "Sailor Jerry" Collins, who died in 1973.
Quaker City Mercantile (formerly known as Gyro Worldwide) continues to stretch the boundaries of traditional advertising.
The agency already has a retail store (Sailor Jerry), hard liquors (under brand names Sailor Jerry and Hendricks), a line of apparel (Sailor Jerry and G-Mart) and a feature film ("Bikini Bandits")
The customers look like they're in a bar.
But technically speaking, it's not.
The sign hanging out front of this newcomer to Chicago reads "Smokers Welcome" and it's no joke: smokers are free to light up and puff away, despite being in a city which, like many others nowadays, has strict anti-smoking laws covering most public places.
Inside this storefront, not far from downtown, there is a wet bar and a coffee bar, but for some - that may not be the main event.
"Luxury Cigarettes Sold Only in One Plush Lounge"
PHILADELPHIA _ A couple of years ago, officials at R.J. Reynolds Tobacco Co. realized they were missing a big boat.
Other companies that sold indulgences _ makers of coffee, wine, beer, chocolates, pastries _ had figured out how to induce customers to pay a lot more for high-end products.
INHALING (COUGH*COUGH) AN EXPERIENCE
It's been about a month since a lounge called Marshall McGearty opened up in the trendy Bucktown area of Chicago, and it's still getting press. The reason, primarily, is that this lounge is the brainchild of tobacco powerhouse RJ Reynolds. It is, for all intents and purposes, an experiential campaign for cigarettes -- and this is giving it a lot of attention.
A couple of years ago, officials at R.J. Reynolds Tobacco Co. realized they were missing a big boat.
Other companies that sold indulgences - makers of coffee, wine, beer, chocolates, pastries - had figured out how to induce customers to pay a lot more for high-end products.
But cigarettes were still aimed overwhelmingly at the masses. Where was the cigarette equivalent of a Cinnamon Dolce Latte?