Hopkins launched Schlitz's campaign in 1904, when the brewer was struggling in fifth place, and turned a plain play on words, poor beer versus pure beer, into specific facts about how the beer was made.
Hopkins launched the Schlitz campaign in 1904, when the brewer was struggling in fifth place in the beer market. The copy played on the contrast between poor beer and pure beer.
“The owners of the business see that all Schlitz Beer is pure. POOR BEER means poor materials... PURE BEER must be brewed in absolute cleanliness, and cooled in filtered air...” Plain, concrete detail where competitors used adjectives.
Clean play. Say what everyone does, but be the first to say it with facts. A Classic Play for Rule 36.
Hopkins took a claim any brewer could make, pure beer, and proved it with concrete details about how Schlitz was brewed and cooled.
Competitors used adjectives. Schlitz used facts, and by saying them first, a struggling fifth-place brewer made a common claim its own.
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