Seriously… Drinkability? so they’re saying that their beer is definitely a semi-non-toxic liquid? (not counting the alcohol toxcity, which I’ll never really count ;). Wow! I guess they have a leg up on all the other brands of beer that can’t lay claim to such landmark feature. It's not just a beer, it's a beer you can drink!
I would pay money for a video of the presentation meeting of Arnoild, BBDO, FCB, or whatever agency presented this to A-B in St. Louis…
A-B: So… you’re saying that our multi-million dollar account is looking to own the ‘Drinkability’ reputation?
Agency: Exactly!… you’re following us… you see where we’re going… it’s so simple! Noone has ever staked a claim to this feature of beer — now anyone else who does looks like they’re copying us.
A-B: Ummmm, not too many people try to share stupidity.
Agency: Hmmmm…. good point. Okay, think of it another way… you just got bought out by a European beer company, who will be employing their own marketing staff, so you’ll likely be working at Sam Adams or Miller Lite, competing against Bud Lite — you’ll be stacking the deck!!
A-B: You know… ‘Drinkability’ speaks to us…