Blog: Olly WehringUncool is the new cool - hopefully

Olly Wehring | 17 November 2005

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.


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