Find out what everybody is doing in the category and do the opposite.
‘Research said that all beer must be light coloured these days, so we decided to make ours black. It must be light in alcohol, so we made ours 12% alcohol. The ads must have photographs of girls, so we decided not to have any photographs of girls. They must have status symbols, so we said, no status symbols. They must have crowds of blokes having a jolly good time in a pub. We said we’ll have none of that either. Every rule we could find about beer advertising, we decided to break.’
– Neil French on XO beer -