Field Theory by Hadyn Green

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Field Theory: Man Moments

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  • Tom Beard,

    For Moa this should be a sharp wit, without political correctness and an eye for those activities and styles that make up the lives of our aspiring drinkers – those in the super-premium end of modern manhood.

    Whenever I see the phrase "political correctness", I always mentally replace it with a word like "decency", "humanity" or "respect". But if I were to ignore those words for a moment, I'd tell them to shove their modern manhood right up their super-premium end.

    Wellington • Since Nov 2006 • 1039 posts Report Reply

  • tarlen,

    Whoops – I'll go ahead and say "my bad".

    Posts are working now. :-)

    Auckland • Since Nov 2010 • 19 posts Report Reply

  • Scott A,

    It's broken the back for this craft beer drinker. And it hurts me, because Moa brew some of my favourite beers; the Five Hop and St. Joseph in particular.

    But they've been lurching near the 'what a pack of dicks' line for so very very long. But now they're confirming they want to be a big brewer, with the stupid big brewer marketing, and investors who don't give a shit if the beer's any good, or not.

    The sad thing is the man who actually brews the beer is one of the best brewers in this country. I hope he unhooks himself from this company - who clearly have no interest in the hard work and bloody excellent beer he creates - and goes it alone.

    The wilds of Kingston, We… • Since May 2009 • 118 posts Report Reply

  • Petra Jane,

    This. So very, very this. Obviously as a woman, my head is only good for balancing ashtrays and being cropped out of photos, but I still can't wrap my head around why Moa are trying to establish themselves as a sophisticated, premium craft brewery by out-Tui-ing Tui.

    Mount Eden • Since Jan 2007 • 11 posts Report Reply

  • James Butler,

    the super-premium end of modern manhood

    To me this reads as either "men with surgically-enhanced penises" or "expensive gigolos". Perhaps both.

    Auckland • Since Jan 2009 • 799 posts Report Reply

  • Tristan,

    ok let me leap in here.

    First the ash tray image. fucking dumb i never saw Frank Sinatra do this and it just doesn't work.

    With that to one side the whole mad men/ rat pack thing. its a pretty popular image going around. As you said men look good in suits. So it's no surprise they used it.

    I want to ask a serious question if the rat pack is out what images of men can you use to appeal to men that does not result in accusations of sexism or ignoring women? If this style is out what style is in?

    As as mentioned on the tweets they want to appeal to people who buy shares and thats not you or me. I also mentioned Burger Fuel tried to sell shares to its customers and they have a much bigger fan base than Moa and they failed.

    Auckland • Since Nov 2006 • 193 posts Report Reply

  • DeepRed,

    They mentioned early on that Fosters symbolises Aussie beer and that Moa should strive to do the same for NZ. I've heard the very mention of Fosters induces cringe in any Aussie with even half a brain.

    I’m not offended by the style of the prospectus, I just think it’s a bit cheesy and inane.

    The southernmost capital … • Since Nov 2006 • 4060 posts Report Reply

  • andin,

    drinking makes you better at scoring.

    …. Tui tag!

    raglan • Since Mar 2007 • 1157 posts Report Reply

  • Craig Ranapia,

    The 132 page blurb channels a mix of the Mad Men TV series …

    Oh, you mean the show where all the “moments of manhood” tend to involve drunkenly peering through a bank of cigarette smoke into the existential voice of fear, self-loathing, loneliness, and impotent failure that is you worthless (but exquisitely styled) life?

    Good to know.

    North Shore, Auckland • Since Nov 2006 • 11783 posts Report Reply

  • Sacha,

    a sharp wit

    As if. This is exactly the smug anti-thinking laziness that blights our nation's prospects.

    Not in my name, you sad pricks.

    Ak • Since May 2008 • 16277 posts Report Reply

  • Pete Sime,

    It doesn't exactly make a lot of business sense, either. Why alienate women if you want as many subscribers to an IPO as possible?

    Dunedin • Since Apr 2008 • 141 posts Report Reply

  • Chris Waugh, in reply to Tristan,

    I want to ask a serious question if the rat pack is out what images of men can you use to appeal to men that does not result in accusations of sexism or ignoring women?

    A man in a sharp suit holding his own ashtray and with an open, engaging expression on his face, the woman standing next to him on an equal level?

    Beijing • Since Jan 2007 • 1964 posts Report Reply

  • Robyn Gallagher,

    They want to capture the type of person who drives Aston Martins and wears bespoke suits.

    But in New Zealand that's a tiny percentage of the population. I think what Moa are really aiming for are people who dream of driving an Aston Martin and wearing bespoke suits but can't actually afford it. What they can afford, however, is to buy some shares in Moa. By associating itself with luxury goods, Moa is hoping that some of the mojo will rub off and impress the ordinary middle-class blokes who are looking for a touch of James Bond/Don Draper glam in their lives.

    Raglan • Since Nov 2006 • 1843 posts Report Reply

  • Lilith __,

    The trouble with the archaic-misogynist pitch is that surely a big part of the craft-beer market is smart, educated, thinking people. Who are going to think this is douchey and lame.

    Moments of manhood, indeed! Moments of being an asshole. How aspirational.

    Dunedin • Since Jul 2010 • 3411 posts Report Reply

  • Tristan,

    I agree aspirational marketing is nothing new it's straight out if the coke play book... Drink Moa and you'll drive an Aston ...yawn

    One photo aside though I really don't get the rage it's a rat pack gag thats been down countless times

    Maybe because I don't have any expectations around Moa that what they produced didn't phase me

    Auckland • Since Nov 2006 • 193 posts Report Reply

  • Megan Wegan,

    I want to ask a serious question if the rat pack is out what images of men can you use to appeal to men that does not result in accusations of sexism or ignoring women? If this style is out what style is in?

    I don't know, but where does the idea that they should market only to men come from? Women drink beer and buy shares. You know, with our independent incomes and all.

    Welly • Since Jul 2008 • 1273 posts Report Reply

  • papango, in reply to Scott A,

    And me, too. I'm not a huge beer drinker, but I always like to have some good ones on hand for my Dad and other visitors and to take when I go out. I honestly had no idea that my lady parts would curdle Moa beer, I thought that was just old timey milk. I will of course immediately switch brands and pass my sincere apologies on to Moa, I would never have bought any of it had I only known my purchase was detrimental to the brand.

    Wellington • Since Jan 2012 • 15 posts Report Reply

  • Juha Saarinen,

    Moa is less. Some of my best friends aspire to driving Aston Martins. Oh well. Beer's beer and Moa isn't all that. Ignored.

    Since Nov 2006 • 523 posts Report Reply

  • Russell Brown, in reply to Lilith __,

    The trouble with the archaic-misogynist pitch is that surely a big part of the craft-beer market is smart, educated, thinking people. Who are going to think this is douchey and lame.

    This is precisely it. This site would very probably have had a promotional relationship with Moa some time ago, but I thought its marketing would alienate our readers. When the product is good, that's a shame.

    Auckland • Since Nov 2006 • 18512 posts Report Reply

  • Stephen Judd, in reply to Robyn Gallagher,

    I think what Moa are really aiming for are people who dream of driving an Aston Martin and wearing bespoke suits but can't actually afford it.

    I think so too.

    I like high end machinery and well cut clothes. But I haven't bought Moa since they first latched on to the homophobe throwback shtick and I'm not starting now.

    Also, as your financial advisor, I recommend that you not buy into IPOs in companies that are still making a large loss.

    Wellington • Since Nov 2006 • 2918 posts Report Reply

  • Tristan, in reply to Megan Wegan,

    Oh Christ now we are upset that a beer company goes after the male market instead of female ? I drink champagne but I don't get angry when I don't see men in a lindauer advert

    Auckland • Since Nov 2006 • 193 posts Report Reply

  • B Jones,

    The uber-douche image doesn't really go with the name "Moa", which is a bit more earthy, kiwiana-y and crafty - you don't stick a te reo word on something you want to brand as non-PC*. Then again, Moa are extinct...

    *with the exception of Tui, of course. But I'm talking about new brands.

    Wellington • Since Nov 2006 • 781 posts Report Reply

  • Ian Dalziel, in reply to B Jones,

    Beer Necked Ladies...

    ...doesn’t really go with the name “Moa”

    Maybe it's not some mega-apteryx they're teaching to turn new tricks, maybe it's an acronym...
    Misogynist Outdated Appeal
    Male Oriented Advertising
    Men's Own Ale

    Christchurch • Since Dec 2006 • 4555 posts Report Reply

  • Emma Hart, in reply to Tristan,

    Oh Christ now we are upset that a beer company goes after the male market instead of female ?

    There's a difference between not pursuing a market, and actively alienating that market.

    Christchurch • Since Nov 2006 • 4328 posts Report Reply

  • Tim Hannah, in reply to Tristan,

    Going after the male market is fine. But these guys have a long history of confusing male and dickhead.

    People say it's decent beer, I wouldn't know. There's more decent beer than I can try these days, why would I spend money on beer that proudly presents itself as by wankers, for wankers.

    Wellington • Since Jan 2007 • 223 posts Report Reply

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