A Dandy-frog Shows What It’s Made.

Frog is a not very flattering description, shown with some Englishmen sneering the French. When was this concept is not exactly proof, but he is due inter alia to the fact that frog legs are eaten in France.

So it came also to the other nicknames: Frog-Eaters. Even if it anachronistic in this age of globalization may appear, such bold words last long at times.

A positive approach to prejudice

How to deal adroitly with such negative images and prejudices? Everyone has his personal method. One shows himself offended, the other is trying to dispel the prejudice by his behavior, and a third is simply ignored.

Some, however, have the gift to the whole thing with great humor, and also consider taking advantage of it. So there, for example, a brasserie in Brighton called “The Arrogant Frog”. The same was what the winemakers Jean-Claude Mas, as he christened a new product line like that. If he were not a Frenchman but a German, he might have said: “I’m not a frog!” and thus literally and its aggressive advertising campaign featuring the Dandy-frog initiated. The newly created character occurs as follows: Using a walking stick in one hand and a glass of wine in the other struts of the “Arrogant Frog” casually prancing step and head erect associated. The wines, which is emblazoned on his image since 2004, not incidentally, belong to the upper price segment. On closer look, the pose is perhaps the image conjured by Oscar Wilde, even if this is common knowledge was not a Frenchman. And when Jean-Claude Mas would counteract the prejudice again, is under the frog, the note read: The humble winemaker. If this is not an understatement, and from the pen of a Frenchman.

Jean-Claude Mas – wineries and advertising specialist at the same time

This idea may come only a winery, which was originally devoted to advertising, but always was fascinated by the subject of wine. So it was no wonder that in 1999 he returned to the estate of his ancestors and he is with knowledge and heart of the matter. The case means: viticulture, winemaking and wine marketing end. Although only a portion of the products under the new label put on the market, but the search engine Google Germany made the entry “Arrogant Frog” almost as many hits (the same for the restaurant’s name included) as those for “Paul Mas.
The press reacted positively to the frog and it is not surprising that he is now seen in other poses, all of course, always with reference to wine. As it should be, he checks the vine stock and can be seen at the tasting too. Meanwhile, different wine labels are available and the frog is not limited to more about his image as a dandy, but appears sporty in appearance, for example, on a bicycle. And how could it be otherwise, he is on the “Tour de Frog”. Not enough, he recently got another fellow put to the side, the “Elegant Frog”, and last but not least, complete a variety of posters from the series, at least for now.

The “Arrogant Frog” received the 2006 Grand Prix

But a good label does not create any sales, at least not alone. The message is that the wine originates in France, but is transported through the humorous wine label on the bottle, but ultimately it was primarily a matter of changing the content, that is developing the so fruity wine that he likes in England and a lot purchased is. Jean-Claude Mas wanted to run the wines from the New World, mainly from Australia, a bit rank. The products from overseas had gained ground at the beginning of this millennium and enjoyed because of their fruity taste, very popular in the United Kingdom. In an interview the growers said that the French are preparing wines that they may even be happy, and the Australian wines that please the consumer. He wanted to change that. The efforts of the winemaker from the Herault have borne fruit in several ways. He was honored for its innovative, revenue-generating work in 2006 with the “GRAND PRIX DE L’ENTREPRENEUR,” donated by ENTREPRENEUR magazine and Ernst & Young. A better wine career was the “Arrogant Frog did not make.”

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