Black Swan Theory: Watch movie. Drink tequila. Then what?
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Marketers frequently piggyback on movies they have nothing to do with. But of all the tie-ins floating around out there, this one, from a tequila bottler, has to be one of the most tenuous:
‘As Black Swan prepares to dominate the box office again this weekend,’ began the press release that landed in our inbox this afternoon, ‘and with news of stars Natalie Portman and Mila Kunis’ dark, tequila induced sex scene making waves around the internet, the folks at DOBELTequila have created this one of a kind BLACK SWAN COCKTAIL, inspired by the psychological thriller. After this one part sexy, one part sinister scene, you’ll need a strong drink.’
Forget the barely noticeable relationship between drink (amaretto, black raspbery liqueur and tequila, in case you’re curious) and movie. We’re not sure how many marketing benefits there are to connecting your drink with the Portman-Kunis scene in the first place. Drink our product and you too will have lesbian sex in your childhood bedroom while your mother angrily waits in the next room? Some associations are best left unmade.
--Steven Zeitchik
