— THE SOCIETY OF THE SPECTACLE

BACONNAISE.

Baconnaise Daily Show

OK, this is a bit of a weird one. But an oh so tasty one… Last week, while John Stewart was cracking joke’s on the Obama administration’s attempts to re-configure the U.S Healthcare system (FYI – I know nothing about this, but the consensus seems to be it’s fucked. I point you in the direction of Paul Krugman for more info if you can stomach it) one of his jokes centered on the now legendary Baconnaise (slapped onto a lovely sausage pancake on a stick). It reminded me the last time Stewart had this ‘spread’ on his show, to cut a long story short – it’s foul. So totally reprehensible that it literally makes our intrepid anchorman gag on it’s charms.

So far? so bad you’d think, but it peaked my interest – what is this thing? How on earth could it get produced? and more importantly – could I get my hands on some?

Well, taking a visit to the Baconnaise website offers many more delights, and a little bit more ‘flavour’ (sorry) to the story. Created by two guys in Seattle (funded via a $5,000 win on America’s Funniest Home Videos) – the motto of Baconniase and it’s subset products (Bacon Salt and Bacon Lip Balm being of particular focus) is;

“Peanut butter and chocolate. Franks and beans. Cookies and milk. Bacon and anything.”

With the Bacon manifesto firmly in place, the next question is how do you sell Baconniase? Easy – by over selling the shit out of the whole concept, the website is littered with exclamation points (!!) and classic old school oversell.  It’s blind optimism actually takes something that should be repellent to any fair minded person – not just foodies I would add, and gives it a so bad it might just be good sheen. The YouTube ‘advocates’ video does little to allieviate fears that this might be horrendous, (note the grimaces on the faces of the people – genius) But beyond all this, I’m charmed by the thought, and in a way, it’s passion is a classic case of brands cultivating fans. I’m sure that this will attract not only hardcore devotees, and also hardcore dissenters. But surely that’s what all brands should do. Provoke, inspire devotion from some and grimaces from others. Indeed, it turns out that J&D (The invetors of these Bacon Products) have utilised Social Media (here, here, here and here) to build a devoted fanbase (selling 20,000 jars from July to November 2007) and also being part of the ‘Bacon-Mania’ movement. There’s also a blog, where you can partake in T-Shirts and all that jazz…

Probably the most exciting(…) news is that Baconnaise will be available in Selfridges!! – the date of launch is unclear at the moment, but, once i am possession of the mighty jar itself, I will detail the ‘Bacon on Everything’ experience. Until then, lets revel in and enjoy a true cult brand.

Here’s the Baconnaise advocates video, and the original Daily Show inspirations. (Stick with it…)

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