Uncool is the new cool

Uncool is the new cool - hopefully

By: Olly Wehring - 17 November 2005 16:19

A trip into the Big Smoke (that’s London town) on Tuesday, to an event that, while promoting brands that were cool, left me feeling a tad out of touch with the young folk of today. It’s official – coolness has finally left me.

The CoolBrands CoolLife event was a celebration of the 100 brands that have been dubbed ‘cool,’ by an independent panel of dudes, no doubt. “CoolBrands are brands that have become extremely desirable among many leaders and influencers,” the blurb says. “They have a magic about them signifying that users have an exceptional sense of taste and style.”

So, heartiest congratulations to the following drinks companies, for being cool in 2005: Asahi, Budweiser Budvar, Campari, Cobra Beer, Coca-Cola, Guinness, Havana Club, Hoegaarden, Stella Artois, and mein hosts, Tiger Beer.

The evening included the Campari Red Passion Burlesque Bar, with beds for relaxation; the De’Longhi sound kitchen mixing VJs and DJs; the Dermalogica face mapping station; the Tiger Beer martial arts screening room and stila make-up touch-ups through-out the night. Sounds exhausting, doesn’t it?

I only lasted an hour – far too bright, far too loud, far too cool.

Comments on this blog post

Here in Romania "cool" becomes a second nature. At least it is "the most wanted" by the young people and, especially, by those who want to look young in the eyes of the others. I was surprised to see how much some well positioned people "need" to be cool. If you discover any means to stop this, let me know. All this in a country in which Metaxa is known as a "cognac", and any sparkling wine are "champagne". Unfortunately, a country in which we produce some pretty good wines and should know better "what is and what should never be when" it comes down to alcohol. Is this "coolness" behind the trend of abandoning the old "cognac" in favor of the colorless tasteless wine distillates used in the new emerging "cocktail culture"? If the answer is yes, let me know that too. Is just another reason for fighting against "coolness". I just (funny word) turned 40 on November 21. Too bright, too loud and too cool is too much for me too. Am I getting old? Let me know that too. ...if I wasn't asking too much See you on the blog. Ovidiu Ghitan PS I know just-drinks from just-auto. I am a journalist involved with the automotive industry in Romania. Excuse my English, please.

Ovidiu Ghitan, Romania