Sleeping Beauties Foodies

I suppose you could file this under the heading “At least they were thinking about classical music”…

Although boutique ice cream giant Haagen-Dazs decided that a common classical music term, “dolce”, projected the imagine they desired for a new ice cream product – gentle and sweet – perhaps that is as far as they should have taken the classical music angle. Instead, they helped launch the product by treating 80 people to generous helpings of the product while listening to a violin recital. Oh, and the people were all in bed – “gentle and sweet”, get it?

Unfortunately, no one involved on the Haagen-Dazs marketing project seemed to realize that classical music patrons already fall asleep during slower movement of concerts (even in uncomfortable concert hall seats). As such, it should come as no surprise to learn that pumping people full of ice cream after putting them to bed all while professional violinists serenade them with gentle, sweet music is just a recipe for people falling asleep.

Nevertheless, this is another good example of the ongoing disconnect between classical music and mainstream cultural consciousness. And I’ll still probably buy the ice cream; if nothing else, just to see if it makes me fall asleep…