The Danio poster on the left is getting quite some press in Amsterdam. The local TV channel wrote on its website “Hipster with curd is playing on the minds of the Amsterdammers”. There was even a hashtag #kwarkbaard (‘curd beard’).

It’s not difficult to imagine a few reasons why this ad is not so good. First of all everyone is picturing this guy trying to eat his curd snack. Hence the spoof on the right in the image above – shared by creative director Wilbert Leering (“Truth in advertising”).

Secondly, both his beard and tattoos seem fake. Which, you could argue, matches with the Danone brand; artificial as hell. And if the character is not a fake, he is not grooming himself properly and can’t afford a good tattooist, which makes him a slob and cheap. And it would thus make Danio a bit shabby – the curd probably smells like this guy’s armpits.

Then there is a third reason why Danone (and its agency) fucked up. The beard in advertising does not communicate avantgarde anymore. We understand that this is something the average Danio eater doesn’t know – and the people that work at Danone definitely not. However, the average consumer feels what is avantgarde and what not. This ad, from two years ago, is hipster and already heavily mocks the hipster beard – oh, irony. In any case, what we’re trying to say here; beards are nowadays mostly worn by sales people…

So, unless Danone simply wanted some rumour around its brand (without caring about what kind of message it would communicate), we have a strong case here of a brand that has totally lost touch with reality.

In case you wonder who made it; it’s an adaptation. Probably originally created by Y&R Paris, but please correct us if we’re wrong. Oh, and wait, there is also a commercial – strangely enough with decent beards…