Acid Ad Burns OJ

April 1, 2007
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Acid Ad Burns OJ

Elizabeth Fuhrman
Managing Editor

While watching “Dancing With the Stars” (not a normal watch for me, so no judgments), a particular commercial caught my attention. The spot begins with an unidentifiable professional talking about the downfalls of acidic beverages. As the commercial continues, I could identify the man as a dentist in professional attire who keeps repeating if you drink orange juice, then you need to use Sensodyne’s new ProNamel toothpaste. He then proceeded to single out wine, soft drinks, and again, orange juice. These are all acidic beverages and weaken the tooth’s enamel, he said. If you like these drinks, you should drink them through a straw, and, of course, use ProNamel, he said. Not once did he mention other causes of acid wear on teeth or point out foods as culprits.
I’m not pretending to know what’s best for each consumers’ dental well being. I do know tooth sensitivity causes problems for millions of people, but I also know more than one problem causes tooth sensitivity and enamel wearing. I also know orange juice isn’t the evil “Dr. ProNamel” made it out to be. His suggestion was not to see a dentist if one is suffering from tooth sensitivity, but to pick on orange juice and pick up the new toothpaste.
This is how negative images and connotations begin. It’s easy to point the finger at one product as the cause of health problems but not accept personal responsibility of one’s health — in this case, using proper dental hygiene techniques, visiting a dental professional for regular cleanings, and drinking and eating acidic beverages and foods moderately if suffering from tooth sensitivity. While orange juice may not be the best for some to drink, it offers needed nutritional benefits for others. It’s amazing how one 30-second commercial, which had the potential to be seen by more than 18 million “Dancing With the Stars” viewers, held the answer to dental health and wellness issues. I do believe advertising is effective, but it also has the ability to burn.
Derby packaging
The official bourbon of the Kentucky Derby geared up for this year’s event by rolling out special packaging. This month, Woodford Reserve bourbon will be available in a commemorative package made by Owens-Illinois, Perrysburg, Ohio, with wraparound label and silk screened image of jockeys. The bourbon is made by Kentucky-based Brown-Forman, and holds the title of the “Official Bourbon of the Kentucky Derby,” which will be held May 5. Bourbon is the star ingredient in the race’s signature Mint Julep cocktail.
Nuevo cocktail
Following the mojito trend, a new south- of-the-border-inspired cocktail has invaded the United States. Herradura Tequila is sharing a new recipe for a cocktail ready to cool down springtime. The Jimango already is a favorite among Mexican locals the Los Leones bar in Amatitan, Mexico, where it was created, the company says. The drink combines Herradura Tequila with mango, pineapple and lime juice, and garnishes with Margarita salt and mint.
Winning design
The Palletini cocktail glass design won top honors at the fourth annual U.S. Designer Glass Competition. Designed by an industrial designer from Georgia, Michael Kritzer, the Palletini was inspired by Bombay Sapphire Gin. Combining art and drinking, the martini glass design features a sleek pallet base with a hole for a stem-less martini glass. The pallet base allows for easy handling in addition to a place for finger foods.
‘Real’ winemaking
PBS has created a new reality TV contest called “The Wine Makers.” Twelve men and women will compete for a chance to create and launch their own wine label. The contestants will gain experience in every aspect of the wine industry from viticulture and enology to sales and marketing. Portions of the program were filmed at Crushpad, a San Francisco-based custom winemaking facility that specializes in small-lot luxury wine production. The six one-hour episode PBS series “The Wine Makers” will debut this fall.
Take a seat
Veuve Clicquot champagne partnered with international designer Karim Rashid to create the Veuve Clicquot Loveseat. The piece was designed with two facing pink chairs that encircle a removeable ice bucket ready to chill a 750-ml. bottle of Veuve Clicquot Rosé champage, and is a take on an 18th Century armchair. The limited-edition Italian-made loveseat is available for a suggested retail price of $10,000 at the Web site, E-Clicquot.com, and The Conran Shop in Manhattan.
Drinkable desserts
Instead of ordering a slice of cheesecake or mousse, why not drink it? That was the inspiration for the winners of Baileys Drinkable Desserts Challenge. Amateur winner Dennis Frisk, New Castle, Pa., created Chocolate Cherry Cheesecake in Mint Condition. The drink uses Baileys Mint Chocolate, Smirnoff Black Cherry Vodka and cheesecake-flavored pudding mix for an indulgent cocktail. The professional winner, Jessica Taylor of Indianapolis, took the prize with her Mocha Mint Bavarian. Inspired by mint-added mousse, the beverage also is made with Baileys Mint Chocolate and incorporates double espresso vodka, Godiva white chocolate liqueur and cream. The recipes were featured in this month’s Gourmet  magazine.

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