MollyDooker Shake vs. Soulja Boy's 'Crank Dat (Soulja Boy)'
Posted 02/01/2008 at 12:19 PM by Derek
I have no intention of recommending Mollydooker wines. Scoring in the stratosphere of Robert Parker’s Wine Advocate, Mollydooker’s Shirazes, Cabernet Sauvignons, Merlots and blends from McLaren Vale, Australia are already highly sought after by consumers without me writing a word. Why not, they have a lot going for them.
Helmed by Aussie veterans Sarah and Sparky Marquis (pronounced Mar-kwis), Mollydooker wines tend toward the corpulent side and are always extra rich, dark and alcoholic. In a word, they are intense. They’re also very reasonably priced, have clever names like Two Left Feet, The Boxer or Carnival of Love, and great packaging reminiscent of 1920s cartoons.
With that said, I‘m not going to send you out to buy a bottle. You may have trouble finding one anyway. It’s just that their latest media effort with the quirky “Mollydooker Shake” video meant to educate consumers on how to properly serve their wines, once purchased, may need a little help.
According to the Marquis on their YouTube video and website, Mollydooker bottles are topped with a little inert nitrogen, which has the effect of “flatten[ing] the fruit.” By doing the “Mollydooker Shake,” you let off the nitrogen and purportedly open the fruit. If the bottle is under two years old—and its most likely under two years since their wines were first released in the U.S. in 2006—this is highly encouraged by the husband and wife duo.
How do you do the Shake? Well, watch the video. But there’s nothing to it, just un-screw the cap, pour a bit out in a glass, recap and shake the bottle vigorously. Once you’ve given it a good shaking, uncap and let the resultant bubbles atop the wine dissipate. Now it’s ready to drink.
The Shake seems to work; however, who will ever know. The video lacks the viral instinct of something that will make an Internet splash. The wine making pair should pay more attention to popular media that has already made the rounds in cyberspace. Something like Soulja Boy’s “Crank Dat”—a hip-hop video that for a brief time was the hot dance craze. It spawned imitators ranging from reasonable facsimile to ridiculous farces. You can get sucked in to watching the Soulja Boy copy-artists online for hours.
The “Mollydooker Shake” video could use some imitators. That would really launch their campaign. So here is my recommendation.
First, the Marquis should add a catchy rhythmic device such as the steel pan on Soulja Boy’s song. For authenticity sake, maybe even a didgeridoo. Next, they should add in a little footwork—maybe even a clap when the cap is unscrewed or shaking back and forth along to a “yuuuuuuuh!” Something choreographed and easily copied by audiences. Then wait and watch the videos pile up on the Internet. At the very least there has to be a few clever remixes.
Is anyone up for the challenge?
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