The « Problem Solver » beer to enhance creativity

The Problem Solver

Artist at heart or just lacking creativity? For once that sensitive souls should not refrain but instead … take a beer!

The Problem Solver beer’s aim is to stimulate your creativity with the right amount of alcohol depending on your weight and your gender.

Its story? University of Illinois at Chicago professor Jennifer Wiley recently concluded that the average man produces his most creative thinking with an alcohol level of 0.075%.

The problem solver_bière

After the announcement of these results, the Danish brewery Rocket Brewing partnered with marketing agency CP + B (Crispin Porter + Bogusky) based in Copenhagen to design The Problem Solver, an Indian Pale Ale (a high fermented English beer), beer designed to help you reach your “creativity peak”.

Mathias Birkvad, manager of the agency CP + B in Copenhagen, explains:

” We have often experienced that the best creative ideas, that we have come up with, are not necessarily done within the agency walls, but often at after-hours social gatherings at our local pub. As an agency we believe that creative thinking can solve any problem. So why not take the idea a step further and use the beer to do something good?”

To help you figure out  your ” creativity peak ” and thus, the optimal level of alcohol in your body depending on your weight and gender, The Problem Solver  bottle comes with a graduation.

problem solver graduation

The challenge? Stop drinking once you’ve reached that limit. Especially that the message of the marketing agency is clear: ” Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite!”.

With the slogan “Finally, you can drink to solve problems” and All you have to do is drink and think!” the brand is likely to attract especially beer lovers looking for the good excuse to drink rather than trying to reach their creativity peak.

If the experience tempts you, get ready for Copenhagen in the premises of the agency CP + B and the Rocket Brewing Company brewery.

Of course, The Problem Solver is an inventive marketing campaign, especially when we know that after a few drinks our ideas always seem to be excellent.

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  1. Top 12 Common Misconceptions about creativity | Art Tech Metaphors

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