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Virgin Island Water wants to convey "tropical." It doesn't smell so much like the Carribean as it does a Brit on holiday in the Carribean. It doesn't smell like coconuts and warm weather flowers. It smells like mojitos, piņa coladas and suntan lotion (that's the anscestor of sunblock to you kids.) I smell VIW and I visualize the stereotypical holiday traveller. The pasty skin turning red and the oddly conceived shorts, socks and shoes combinations.
Another risk of the piņa colada flavor is that it can evoke the scent of fabric softener. Where Angel might be able to pull off the edible/poisonous contradiction, VIW can't. But then again, I don't like piņa coladas. The irony (well, one irony) of this perfume is that the cloying aspects would be magnified if worn in a hot, humid location, the Virgin Islands for instance.
Despite the build up to the 2012 Olympics I feel that England itself needs no PR. Does GB really need Creed, then, to export its equivalent to the ugly American, the holiday traveller with visions of 007 dancing in his head?
30th November, 2012