More Money Means More Beer

James Ready beer isn’t curing any diseases, providing medical supplies for third-world countries, or doing anything particularly “green” to establish goodwill among consumers. Their contribution to society is simply making beer more affordable.

Bless you, James Ready. Bless you.

Leo Burnett Toronto, James Ready’s ad agency, created coupons on billboards for local businesses: dry cleaners, drugs stores, salons, gardening centers. The idea is that if consumers can save a little money on basic necessities, they’ll have more money for more beer. Specifically, James Ready beer. And considering that industry sales are down 4%, there’s never been a better time for a stunt like this. 

Are the giant coupons hard to clip? Yes. Impossible, in fact. Luckily, consumers can redeem the coupons by taking a picture on their camera phone and bringing it into the corresponding business. What’s more, the beer company is helping promote local businesses during a recession. Nicely played, James Ready.

The billboards aren’t exactly saving the world, but they are creating goodwill by speaking to a very basic desire; they are enabling you, a possible victim of this economic downturn, to afford more beer and enjoy a better quality of life – and in some cases, a less hairy back.