"What dear?" she asked gently, smiling as her heart began to fill with warmth.
"I think you're bad luck."
"When you're having fun... and you're really thirsty- beer-thirsty THIS IS THE ONE!"
I think we're getting closer to identifying the target demographic here. People who are:
1) Having fun
2) Really thirsty
3) Not only really thirsty, but beer thirsty.
Given laws and statutes governing age appropriateness of the beverage, we've also got to include only people 21 or older.
Well, here's how this is going to play out when Joe and Fred, two age appropriate guys, going fishing for the weekend, decide they want to bring some beer with them. They go to their local beer store and walk up to the beer display case. The store might even have one of the Falstaff advertisements on the wall like this one.
"Hey Joe, we're planning on having fun fishing right?"
"Sure thing Fred. It's going to be a top notch time."
"You think we'll get thirsty?"
"Well Gee Fred, I would think we should get thirsty eventually."
"Are we going to get really thirsty?"
"Golly Fred, we just might."
"Beer thirsty?"
"???" [Both Joe and Fred scratch their head]
"I don't reckon I know what beer thirsty is Fred, better grab that one over there that says 'King of Beers'. It'll be like drinkin' with royalty."
I think potential customers all over ran into problems along those lines with various combinations. Either they were having fun, but weren't really thirsty, and certainly not beer thirsty. Others were beer thirsty, but weren't really having fun. Others were beer thirsty, having fun, but still harbored post-WWII anti-German sentiments.
I decided to see if other beer companies faced the same challenges in their slogan choices. As you will see below, the world of beverage marketing is a difficult and psychologically encompassing rubiks cube of frustration peppered with bold face lies.
Budweiser: The King of Beers.
Elvis is going to be all shook up.
Carlsberg: Carlsberg. Probably the best beer in the world.
But we might be wrong. Not 100% sure.
Coors Beer: Turn it loose!
This slogan has caused hundreds of broken bottles and dented or busted cans. Nice one Coors. Thanks for choosing that one over "Chuck at Cashier".
Courage Beer: It's what your right arm's for.
Not too popular with the amputee crowd or south paws.
Heineken Beer: Heineken refreshes the parts other beers cannot reach.
I was looking for a cold beer, not a hop-infused bidet.
Molsen Canadian: I am Canadian.
Thank you for sharing.
Miller Lite: Everything you always wanted in a beer. And less.
I'm sorry, what? Less what? Ah... taste.
Old Milwaukee Beer: It Doesn't Get Any Better Than This!
When your ability to set expectations is as limited as your ability to spell expectations.
Norrlands Guld: Norrlands Guld. Be yourself for a while.
Because sobriety masks all that individualism bottled up inside you.
Dos Equis Mexican Beer: Sooner or later you'll get it.
You can enjoy this beer, but it's going to cost you.
Labatt Brewery, Canada: If I wanted water, I would have asked for water.
Great slogan for the wrong beer.
Red Stripe Jamaican Lager: It's BEER. Hooray beer!
Sometimes it's not what you say, it's what you can still say.
Guinness: The most natural thing in the world.
It's on the periodic table next to Einsteinium.
Staropramen: Staropramen. Get a Taste of Prague.
I'm not sure what centuries of socialist oppression tastes like, but I'm glad it comes in bottle form.
As you can see from the various attempts at one-upping the competition in hopes of jockeying for the number one beer position, we the consumer are at the mercy of the beer industry's brilliance, prose, and college marketing interns. So, in another 30 years when TVA drains another lake and my children are floating around picking up bottles of Flying Dog from the lake bed, I am sure they will be proud to know it once contained, "Good Beer, No $h!t."