What you’re not is as important as what you are

Unfortunately, the key prop for this article is no longer available. I’m referring to the Steinlager Pure beer advert, featuring Harvey Keitel eulogising New Zealand for those things it’s rejected – e.g nuclear weapons, genetic engineering (the jury’s still out on that one) – and, by implication , endorsing NZ beer Steinlager Pure for being additive-free. I thought it would make a nice post, but, unfortunately, YouTube has made the video clip unavailable. Even the Steinlager Pure website doesn’t feature it. That weakens the branding and promotion strategy, I’d say.

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