sensation

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2 articles

BECK’S | BECK'S FREQUENCY | 2020

Making Rivals' Beer Taste Bitter to Prove a Point / BECK'S "BECK'S FREQUENCY"

Brazil is pilsner paradise. BECK'S makes the bitterest beer around, but it's behind competitors in both distribution and budget. So what did they do? They got people to drink their rivals' beer.

Four Consonants, Carved into Italian Advertising History / FRATELLI BRANCA DISTILLERIE "BR… BRANCAMENTA"

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FRATELLI BRANCA DISTILLERIE | BR… BRANCAMENTA | 1975

Four Consonants, Carved into Italian Advertising History / FRATELLI BRANCA DISTILLERIE "BR… BRANCAMENTA"

"Brrr." Just four letters, and somehow they carry the brand name, how to drink it, and the sensation all at once. This campaign, which began in 1971, is said to have become the most famous piece of onomatopoeia in the history of Italian advertising.