It’s a bottle of beer, but not as you’ve known it. This bottle of beer helps people think outside the square to solve their problems (allegedly). The idea came from a bunch of creatives at an agency in Copenhagen called Crispin Porter & Bogusky.
They’d found a study from the University of Illinois at Chicago, which demonstrated that when the average person reaches an alcohol level of 0.075%, he produces the most creative thinking. (NB: that’s 0.005% below being legally drunk).
So they developed a beer bottle that enables you to reach the exact point which, according to the agency, "is considered the ideal state for problem solving, inventing and general "out of the box" thinking."
Their invention, Problem Solver Beer, helps you find that exact level of alcohol, thanks to a handy indicator on the bottle that lets you use your weight to gauge how much of the beer will get you to 0.075%. If gaining the world’s attention through packaging is this easy, while you’re enjoying beer over Chrissy, if that’s your thing, perhaps you might wonder what else the info on your packaging can do?
PS: The Indian pale ale is currently served during after-hours workshops at the agency, at a local Copenhagen beer store and at sessions called "The Problem Solvers" in which community and charity groups are invited to the agency to brainstorm ideas over a beer. Join it virtually, if you like.
