Excess ain’t rebellion

Posted on July 31, 2008 by David

In case you missed this you’re-drinking-what-they’re-selling essay, oh, about five years ago, just like I did, it’s been re-worked into Rob Walker’s latest book, Murketing:

Under these circumstances, the thinking goes, P.B.R. needs to stay neutral, ”always look and act the underdog” and not worry about those who look down on the beer, presumably because they’re snobs whose negative opinion only boosts its street cred. The Plan B analysis even says that P.B.R.’s embrace by punks, skaters and bike messengers make it a political, ‘’social protest” brand. These ”lifestyle as dissent” or ”consumption as protest” constituencies are about freedom and rejecting middle-class mores, and ”P.B.R. is seen as a symbol and fellow dissenter.” Eventually all of this sounds like satire, but the punch line is that it isn’t really that far off from P.B.R.’s strategy.

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One Response to “Excess ain’t rebellion”

  1. Tito on August 1st, 2008 11:31 am

    http://www.nytimes.com/aponline/business/AP-Saving-Schlitz.html

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