In the world of deer, Bambi has been the closest thing to a major brand name. A consortium of New Zealand deer moguls hopes to change that with the introduction of Cervena, a brand-name venison. (The neologism draws on the Latin word for deer, cervidae.) ‘Cervena applies only to the premium farm-raised venison of New Zealand,’ explains a press release. ‘The deer is under three years of age and attended to in the most natural way.’ No steroids, in other words, as the deer antler-dances through the meadows. A New York-based company will handle the brand in this country. We’ll wait to see whether marketing activities include tie-ins to any Disney movies.
Copyright Adweek L.P. (1993)