Back in the late 70's, the labor union representing the (mainly) women engaged in sewing clothes for U.S. manufacturers, reached into that barrel, and absolutely missed the gem... if there even was one in there in the first place. The result was a jingle ad that many over-40 folks can still sing, or at least hum, today.
Memorable though the ad was, the underlying strategy--get people to seek out only clothing with a union-made label--failed miserably. Indeed, if you were to look for one of those labels today, you'd be hard-pressed to find one anywhere but in a vintage clothes or Salvation Army store. The jobs the union folks wanted to save went overseas. The ad campaign money similarly dried up.
Seems like a pretty fundamental bit of learning, right? Try to lift some relatively unimportant product feature up to the top of the consideration set, and get ready to fail. And waste your money in the process.
Alas, like ticks, sometimes seemingly dead marketing ideas simply hang around for years waiting for some gullible group to come along... and supply new blood. In this case, it's the craft brewers represented by their dues-supported industry association. This headline sound familiar?
We haven't seen that ad, but if it exists, something tells us it'll have a jingle.
(Hum along, if you know the tune.)