"Thank God..." "I'll have..." "...the best beer in the world."

Beer. The social lubricant of many occasions. Beer brands are aimed very much at the male gender. Thus their ads revolve around men and their interests. A very large category of that, being women.

These three ads are done by three different beer brands, with the same concept behind it. How can these beer brands relate their product to men and their love of women.

Heineken decided to aim this particular ad at single men who try to buy different women drinks, and how they could accomplish this feat. Their two headlines being, “So, can I buy you a drink?” and, “Okay. I’ll have a beer.” This being the shortened version of a possibly, long conversation. Buying a woman a drink has always been seen as an opening to getting to know her, and in the end, possibly sleeping with her. This diagram, once you’ve looked at it, shows lots of humour into the female and male perspectives.

“So, can I buy you a drink?” – “If I say yes, will you go away?” – “How about this? If you don’t say no, I won’t not promise that I won’t not leave.” – “No means no.” – “So…maybe?” – “I thought they only let good looking people in this place. How did you get past the bouncer?” – “I believe it’s inner beauty night.” – “Okay. I’ll have a beer.”

The headline following the last statement, “One Choice Beer.” Is saying that Heineken is the only option. ‘You’re going to eventually get your girl with a Heineken’, was the reasoning behind it.

Goldstar has done a similar diagram effect but with visuals instead of one-liners. Each diagram, in the Goldstar ad, starts with a man or a woman, and follows with each genders thought pattern. Men are known to only think about the here, and now. Buy a beer. Find a woman. Sleep with her. And that’s it. There’s only one route and one anticipated ending. Men worry about everything else later.

Women on the other hand, can think years ahead. Buy a drink. Find a man. Sleep with him. And try to figure out the numerous possibilities after that.

The headline simply reads, “Thank God you’re a man.” A very simple insight into the thought patterns behind men and women.

Carlsberg has done something slightly different. The copy reads, “Carlsberg don’t do camouflage, but if we did, it would probably be the best camouflage in the world.”

The headline, “Probably the best beer in the world.”

Carlsberg has decided that their insight is that their beer is loved by men worldwide. They have a very loyal following. The ad itself is humorous, but makes you look for it.

You may have noticed the three floating beer bottle, behind the woman bathing. What you may not notice is the very slight off setting of parts of the shelves. This is because there are three men, camouflaged into the background, thus tying in with the copy and headline. The idea is simple, but it doesn’t have a specific point. Carlsberg is simply trying to create awareness about their product. What many alcoholic brands try to do with all their advertising.

These three different brands have all got the same focus point. Men and their interests in women.