Goebel Beer ‘One of the Best Things About Goebel Beer....’ 
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Agency: Carl Ally
Copywriter: Ed McCabe
Year: 1964
Brand: Goebel Beer

File Under ︎ Brutally honest copywriting

ONE thing this ad does well (AKA Copywriting Tip):

Acknowledge what’s stopping people from buying your product, then give it a positive spin.

⇝ “One of the best things about Goebel Beer is that it doesn’t taste anything like Goebel Beer.”

⇝ “It finally got through to us that a lot of you people don’t exactly think that Goebel is the best tasting beer around”.

⇝ “We don’t expect you to run out and buy a whole case of new Goebel Draft. Or even a six-pack.Try one bottle. That’s all it will take to convince you that the new Goebel is the beer that other beers merely claim to be.”