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December 29, 2014
A Beer for Creatives?
 
While we were finishing up university, we got the opportunity to hold a national office for a student-run, pre-professional organization. In that position, we worked hand in hand with some of the most premier folks in marketing and public relations.

One thing we noticed: It seemed that our profession and alcohol were a match made in heaven, perhaps for most people.

Indeed, even when we joined our first marketing agency, our brainstorm sessions would litter the table with Corona bottles. The young marketing managers were sent to the store for cases when the inventory was low.

Common thought would dictate that a little alcohol can boost the creative process, since it lowers the inhibitions one has to keeping ideas and opinions from being shared. But as we have all seen, one time or another, some people can take that too far. What is the balance?

Well, ad agency CP+B teamed up with a professor from the University of Illinois at Chicago to develop a beer specifically for creative purposes and find that balance.

You have our attention.

Professor Wiley and her team discovered that a blood alcohol level of 0.075% is optimal for creativity (no link yet to the research, working on it). CP+B and Wiley's team then created an IPA that is designed to get a person to that level in a single serving.

The agency calls it the Problem Solver.

Solve this, though: The beer is only available at CP+B workshops and in a single store in Copenhagen.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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