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A picture is worth a thousand copywriters

March 17, 2009

Ad Industry, Addys, Brand Strategy, Creative, Design, Insight, Opinions, Rochester


Over the last couple of days, some very nice things have been written about the copy that is part of the Dundee Ales & Lagers rebranding. It’s been very gratifying…and a little embarrassing.

But here’s some insight into what we, on the Dundee team, knew. Packaging sells beer. No one is buying beer because of a story on the back of the label. Sure, it gives them something to read while they drink…all by themselves. But the cool new look of the Dundee labels and Craft Pack is what stops people in their tracks in the beverage aisle.

And that is the genius work of Paul Hill and Tim Downs, two of the finest I will ever work with.

So I’ll never admit I said this, but save your reading for the cereal box, be shallow, and just choose a Dundee for its good looks.