Saturday, July 30, 2005

Marketing with Controversy


Stepping into the path of controversy has always been one of my favorite strategies.

It is always good for people to take notice of your brand, and awfully hard to do it in the crowded marketplace.

Sam Adams beer brand has done just that as reported by the Boston Globe.

It all started this month when Boston Beer Co. president Jim Koch, the maker of Samuel Adams, released his Beer Drinker's ''Bill of Rights." One major tenet: ''Beer shall be offered in bottles, not cans, so that no brew is jeopardized with the taste of metal."

That, says the Globe, set off a marketing buzz war with brewers who package their beer in cans.

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