Shop Talk: Cool to Drool

Marketers encourage envious, covetous appreciation of their products, but when it comes to actual drooling, they get squeamish. Probably that’s because it’s disgusting. But StrawberryFrog thinks it’s hip, and has a big, slobbering European campaign for Sony Ericsson to prove it.

“It’s a fine line between ‘cool-drool’ and ‘fool-drool,'” advises the Am sterdam agency’s latest Web site, www.drool-uk.com. The site sort of promotes Sony’s T300 mobile phone but mostly just offers etiquette tips and trivia about a supposed drooling subculture, including five rules for how to “Be a Cool Drooler” and a smorgasbord of “Droolingo” (“A glossary from the brave new world of street drool”).