Babycham, invented by Francis Edwin Showerin (a brewer from Shepton Mallet in Somerset, England), is the trade name of a light and sparkling perry. Its advertisement was launched in 1953, where it became the first alcoholic product to be advertised on TV in the UK. Babycham changed the drinking habits of the nation, becoming largely successful in the process. The brand was especially popular during the 1960’s and 70’s, but this didn’t last long, as the public opinion towards the drink changed with the rise of wine and ready-mixed spirit drinks. Not helping the situation was how popular culture began to perceive Babycham. The drink became the centre of many jokes seen upon TV, for example, in the 1993 BBC comedy series “The Smell of Reeves and Mortimer” it was suggested that Babycham was a suitable drink for babies.
Change in Babycham
The appearance of Babycham has changed over the years as the designers tried to remarket the product. The 90’s, for example, saw the scraping of the deer logo, attempting to receive more male interest in the product. The current bottle appears similar in style to the 70’s design, both having similar styled logos and similar colours. Apart from its absence in the 90’s, the deer logo has stuck with Babycham throughout the years. Personally, I can’t see the appeal of this design; I feel that it appears tacky and childish. Many other people who I have asked, both male and female, have also agreed, claiming to also dislike the fawn.
Babycham Advertisements
In my opinion, the greatest mistake that advertisers made with this product was how they attempted to market it towards men. This was seen in the 1986 TV commercial. The scene was located in a pub, where a woman walks in, asking for a Babycham, to which a deep-voiced, masculine male responds that he, too, would like a Babycham. Though I understand that the advertisers were trying to branch out the product to a greater audience, I feel that this advertisement is unsuccessful and that few men would be willing to buy Babycham, especially in this era. I therefore decided that when it came to rebranding the product, I would rebrand for a female audience only.
In my opinion, the greatest mistake that advertisers made with this product was how they attempted to market it towards men. This was seen in the 1986 TV commercial. The scene was located in a pub, where a woman walks in, asking for a Babycham, to which a deep-voiced, masculine male responds that he, too, would like a Babycham. Though I understand that the advertisers were trying to branch out the product to a greater audience, I feel that this advertisement is unsuccessful and that few men would be willing to buy Babycham, especially in this era. I therefore decided that when it came to rebranding the product, I would rebrand for a female audience only.
1986 advert - “I’d love a Babycham”
1980's - "The Office Worker"
The 1980’s returned their tactic of marketing Babycham towards women, this time specially the “Office Worker”. The catchphrase still remains: “I’d Love a Babycham”, though little else stays similar when comparing this to the previous Babycham advertisements. The advert shows your stereotypical female brainbox, complete with glasses. This advert is encouraging such a person to let lose, preferably by buying this product. It works with the idea that by buying a Babycham you can be as envied as the woman in the advert. I’m not sure that such an advert would work if it were put on screens in this era. Babycham here is trying to present itself as something it isn’t – cool and sophisticated. I think that an audience at this time would see straight through that, knowing that it isn’t quite what the advert is making it out to be, and therefore wouldn’t go near the drink. Trying to make Babycham cool seems like an impossible task and you can’t just say that it is, hoping it will work, like this advertisement does. However, the advert could have worked at the time, as it encourages women to let lose, and with the rise of female independence at the time, it could work for the targeted audience.
1984 advert – “Nothing Sparkles like a Babycham”
Adverts that usually use cartoons to convey a message are commonly children’s adverts. Therefore, I wouldn’t have first thought of using a cartoon to advertise an alcoholic drink, but it could be something to do with the time of this adverts’ production. The deer logo has a stronger role here, as it features throughout the advertisement, rather than just at the end. A jingle is also used throughout, which, again, reminds me of something seen in a children’s advert. The advert shows the deer spreading joy with the Babycham drink at a party. It has been intended for a female audience and shows smiling women having a good time throughout. I think that I prefer this tag line – “Nothing Sparkles like a Babycham” – to the other (“I’d Love a Babycham”), though it is still rather cheesy. If a similar advert was seen on the TV now, it wouldn’t do very well, as the style is old and aged. However, if it was done in an ironic way instead this could be very effective.
Alcohol and women
