Wednesday, September 23, 2009

Drinking Beer Helps Make Decisions

Surprising but true. It was a delightfully counter-intuitive discovery, one that parallels what we found under the cap of a bottle of Session beer recently.

There are many choices to be made while drinking is going on, whether at a club, bar or home. Rock paper scissors is an old parlor game that Session beer brings to the moment, and it helped decisions to be made as the evening wore on.

For us, it took quite a few bottles before we amassed the complete set (we think this was not an accident), yet once armed with our prize it became a recurring theme woven into the fabric of the evening as it unfolded, and part of the stories that were shared long after.

"Great brands are no longer the ones that are the best storytellers but the ones that the best stories are being told about"
so says David Verklin CEO of Carat America. We agree. Though we have a hard time imagining he was talking about this specific brand at the time, his sentiment is highly applicable to it.

More than pure entertainment, the brand delivered utility, albeit it in an unexpected way. A clever twist to a familiar theme, one perfectly suited to the character of a good time out.

1 comment:

Yael Davidowitz-Neu said...

Perhaps this is related to the paradox of choice - we need to take the edge off our decision making anxiety...