Imbibe your worldview
September 13, 2012 Leave a comment
Boy are politics ugly right now. Let’s take a little break and grab a drink. Maybe a coffee, a cola, or just some good old H2O.
Some months ago, as I was driving along my usual northern California avenues, I spied a beer delivery truck with a remarkable exhortation on its side: “Follow your folly . . . ours is beer.” I thought to myself, there is a worldview captured in an advertising slogan. The words are pithy and compelling to some targeted subset. Whether they have an immediate, gut impact, or seep into our subconsciousness after repeated exposure, we’re not supposed to think too hard on them.
I thought it’d be fruitful to record more of these kinds of slogans as I came across them. I haven’t been especially diligent in the task, but I’ve collected a couple more. For whatever reason, they’re all tied to beverages.
Some mornings when I need a little pick me up, I get a coffee at the student-run campus coffee house. Who knows how many times I blankly stared past the words on the paper insulating sleeve before they registered: “Brew what you believe.” In this case, the convictions have something to do with the value of organically-grown products and “fair trade” practices.
Many folks support this kind of enterprise because they want to help impoverished, small-time farmers in the least-developed countries (LDCs). But these boutique brands often do more harm than good by orienting producers toward transient, unsustainable, and distorted markets. Accordingly, I am not really keen on the coffee vendor’s slogan.
So is there some drink-related catch phrase to which I might yet give mental assent? Currently, Pepsi has a nice billboard on my morning commute. You may be familiar with their latest marketing message: “Live for now.” There is a certain appeal to this, if you’re at all aware of the “mindfulness” techniques and philosophy that have made their way from Eastern metaphysics and praxis into Western mind-body understanding. Certainly, focusing on the present has a salubrious effect against anxiety and stress. But then again, there is great value in looking to learn from the past and planning for the future. Pepsi needs to clarify their position before I’m sold.
For now, the closest thing I might find to a beverage brand whose mantra I’d endorse would be the Credo House of Theology. Yes, I visited Dan Kimball’s cool coffee-house-attached-to-a-church a few weeks ago, but from how Greg Koukl describes it, Credo sounds pretty dreamy to me. So if they would package their own coffee and hatch a clever slogan, I’d go with that.
As for our chicken friend’s new java fix in today’s comic, you might find a little delight in the trademark expression of one civet bean vendor: “Kopi Luwak: Good to the last dropping.”
Can you think of any pithy worldview branding that has managed to capture your allegiance?