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The gilded transfer on this cocktail shaker was someone’s idea of adding “pizazz” to a functional item. Sometimes I wonder if adding more is just “gilding the lily?” In advertising, there is a lot of “lily gilding.” Don’t get seduced by the bells and whistles when what matters is ROI. But don’t walk away from something because of it either. The shaker is still fully functional even with the decorative additions, and many media – if you peel back the “gilding” of their sales collateral – are strong performers when well negotiated. #CocktailFriday