rcd@opus.UUCP (Dick Dunn) (06/08/84)
I've heard/seen some beer advertising lately that seems to indicate some
brewers are trying to cultivate a different sort of image.
One is Warsteiner - they've got a series built around the idea that it is
the "most expensive beer" (in the world, as I remember). It's certainly
true that good beer costs more to make than bad beer, but I have a lot of
trouble figuring out why they're advertising it as being expensive, period.
I guess it's snob appeal; it's certainly not common sense or good taste
that makes one want to pay as much as possible for a product.
Another is Kronenbourg - they're playing with a set of ads built around a
slogan of "better, not bitter." If Warsteiner made one step to silliness
by playing on price alone, Kronenbourg has made two steps by trying to
advertise that their beer lacks one fundamental characteristic of beers.
(Beer is SUPPOSED to be bitter, dammit! That's why it's thirst-quenching.)
--
Dick Dunn {hao,ucbvax,allegra}!nbires!rcd (303)444-5710 x3086
...Never offend with style when you can offend with substance.