Sunday, May 20, 2012

Where's My Church Key?

If you've seen it once, you will see it again, redone, re-engineered, and relabeled.  It happened to me just the other day watching the commercial about Miller Lite's punch top beer can.

The idea is that with a second hole in the can, the beer will flow out faster and smoother.  Duh.  We've been punching extra holes in beer cans for years.  We used a screwdriver, an Army knife or a church key.  The only thing unique about this is that the hole in the can top is pre-drilled so it doesn't require much effort.  

If you haven't watched the television ad, check it out on YouTube or don't go to the kitchen the next time it airs.  Did you notice?  No one actually pours a beer into a glass.  Perhaps the "smoother pour" still creates a head?  I'm sure it does. A smooth pour means no glugs.  It doesn't mean no head.  Hmmm...something to thing about.

And therein lies my point.  It's a gimmick. It is a way to get you to spend your money on Miller Lite instead of Bud Lite or Coors Lite.  While I grant that it's clever marketing, will people pay extra for an additional hole they were always able and willing to punch themselves?  Still, I expect many will try it just to see what all the fuss is about.

Perhaps the can will make an appearance in science classes.  The can engineering is basic physics. The principal is even a mantra for Mike Holmes of Holmes on Holmes on HGTV.  He probably says it once each show: "Air behind water or nothing moves."  I can't help but wonder if the Miller can designer is a Mike Holmes fan or if he figured out a way to get a pay raise off something everyone was doing anyway.

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