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Seize the Day and Enjoy By 12.21.12

Posted by: Katie Conneally on December 05, 2012
Stone Enjoy By 12.21.12

At Interbrand, we always hope that the names we create impact people on a personal level: changing behaviors, building loyalties or becoming a part of everyday vocabulary. This is easier said than done, and as a namer, it’s always exciting to find a name that really does change habits in an interesting way.

Stone Brewing Company in San Diego recently released “Stone Enjoy By 12.21.12 IPA” and the name really shines. This brew is the newest in an “Enjoy By” series, prioritizing freshness and taste above wider distribution, and aiming to give consumers a really quality product.

“Stone Enjoy By 12.21.12 IPA” says everything beer lovers need to know to fully enjoy this brew, starting with what’s most important – when best to drink it. The Stone Enjoy By website explains:

"We've not only gone to extensive lengths to ensure that you're getting this beer in your hands within an extraordinarily short window, we made sure that the Enjoy By date isn't randomly etched in tiny text somewhere on the label, to be overlooked by all but the most attentive of retailers and consumers. Instead, we've sent a clear message with the name of the beer itself that there is no better time than right now to enjoy this IPA."

What’s more, by elevating a common food-packaging phrase that most of us tend to ignore, and including a specific date in the name, Stone subtlety influences our behavior and our decision making process. It encourages us to “carpe diem.”

The name promotes self-selection, speaking to consumers who understand the meaning and who appreciate fine beers. "12.21.12 " emphasizes urgency in purchase and immediacy for its enjoyment – buy and drink this now. A unique customer experience with enhanced appeal is created and expressed in the product’s name.

This approach won’t work for all brands looking to change habits. Using a specific date in a name is not a long-term solution and could be seen as a marketing gimmick in a sector where timeliness is less relevant.

For a product like beer, however, which is brewed in batches it works perfectly and differentiates the microbrew artisanal quality from macro breweries. It fits in perfectly with the Stone ethos as well — simple and enjoyable. And it gives you just another reason to drink a good beer tonight.

Katie Conneally is an Associate Consultant, Verbal Identity for Interbrand New York.

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