MG gives us a flash of its business tool

Design and communications consultancy Mercier Gray is swallowing its erm, pride, to get a rise out of drink brand managers. Its sexy new business tool aims to help it tap into the drinks market and arouse attention.

Gulp! is a pastiche on a soft-porn magazine, complete with painful text, grainy photography and euphemistic headlines – Take a Dictation, Miss Jones!

The difference is, Gulp! features label-less bottles of alcohol rather than naked bodies. Sample text reads, ‘I get really fizzed up when Buck rips off my gold foil, blasts my cork to the ceiling and spills his cool bubbles over my neck,’ breathes Jemima Bubbly. Well, whatever floats your boat