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#091 - Richard Shotton - Some Very Important Effects In Advertising
Modern Wisdom
The Paradox of Craft Beer
When craft beer launched you never ever saw or I certainly never saw a craft beer selling in a 440 mil can because the link it would have been too obvious that what I could pay one four pounds I can get a chance six pence so it's a paradoxy they make it smaller to be able to sell for more now very occasionally you do see 440 mil cans. Once that link with comparing it with soft drinks is broken then you can gradually drift into it like craft beer when craft beer launchedyou've got the 330 which is the Coca-Cola stubbyYeah and then you'd have like a monster equivalent which is like a pint or something that's like you know like a 467 or
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