Copenhagen – Alcohol is renowned for reducing inhibitions, a fact that advertising agency CP+B Copenhagen is using to its advantage for beer The Problem Solver.
Brewed with the help of Copenhagen’s Rocket Brewing Company, the IPA beer is billed as the answer to creative blocks. CP+B points to researchers such as the University of Illinois’ professor Jennifer Wiley, who say that creative thought often strikes when the mind is unfocused, the optimum blood alcohol level for the synapses to be firing being 0.075%.
The bottle’s design features a sliding scale according to weight, allowing drinkers to imbibe the perfect amount to hit that magic mark and find their creative peak.
The agency has also set up The Problem Solvers, a cooperative that aims to bring creatives together. Guests pay ‘a beer for an idea’ and the initiative is designed to help local communities and charity organisations.
The brand offers clarity of thought in a bottle, something to help in the age of The Polarity Paradox and the dizzying, often senseless, amount of information consumers are subjected to every day.