Look at this beer coaster

 Posted by on 9 February 2010  Modern Life
Feb 092010
 

Just look at it:

Yes, that’s a beer coaster. And yes, it’s an advertisement.

Okay, I’m used to beer coasters that are ads for, you know, beer. Or pubs or something. Or even public service announcements telling me to call a cab or to wear a condom.

But this, I’m guessing as part of a run-up to Valentine’s Day, is an ad for a local jeweler. And this beer coaster incorporates a ring sizing chart.

Now, not to be churlish, I actually have no idea what my ring size is, and it’s kind of cool to know. I might appreciate some kind of placemat that also doubled as a hat-size indicator. But this ring sizer isn’t aimed at me. In case you can’t read it, let me tell you what it says:

Deluxe Combination
Ring Sizer / Coaster
Let him know your
ring size, and leave
the rest to us.

That’s right, ladies, if you want to wear a band of domesticity, your future mate is likely too thick-skulled to realize it on his own. Hint, hint and hint until he finally caves and buys you the symbol of him love.

I’m just surprised that it doesn’t have a diamond quality chart on the reverse, along with an inflated “How else can 72 months’ salary last forever?” slogan.

Grant Hamilton

  • Stumpy

    If I just ignore for a second my opinions about marriage, expense, and the necessity of it all….this is a great example of small-business creativity – I’ve actually looked at the logo and thought about Zekes and whether it is in fact a small group of stores, and I’ll probably talk about the store to other people and how delightfully shameless they are with their marketing.

    But will ring-sizing coasters bring in enough business? Probably not. I bet that the purchase decision is based on a) if you know someone who works there b) word-of-mouth and c) price.

    A cheaper, more effective, and quantifiable alternative would be to place small stickers on real beer coasters saying “pssst….make up for tonight with a ring – 10% off if you bring this sticker to Zekes”

  • Colin

    I think it’s a clever bit of effective advertising. Let’s face it – most smalltown businesses do the same old tired radio voiceover or whatever that you instantly tune out. This…this, you notice. And use. And it’s cheap to do. And it’s not noxious or annoying.
    Score on all points.

  • http://www.absurdintellectual.com/ Grant Hamilton

    Okay, I can agree that it’s an effective bit of local advertising. It’s certainly clever! But I just wish that the “man-buy-woman-ring, but man-too-stupid-must-be-prodded” trope would die die die.

    As I said in the post, I previously had no idea what my ring size was, but now I do. It’s effective, interesting — and eye-catching!

    I would have preferred it, though, if the ad copy had read, “Most drink coasters prevent rings on the table. This one could help put a ring on someone special’s finger.”

  • Colin

    That, too, is very clever. You should suggest it for that business’ v2.0 of this campaign! Make a few bucks…maybe, enough to buy a ring?

  • http://www.cgnoto.com Noto

    I love the idea, but I do really like Grants slogan better. Maybe shortened a bit though like “Most coasters prevents rings… this coaster encourages one” or something like that.

    But, yah I like the idea, although I have to admit I’m fearful of how many coaster ads may follow this from different venues, I’d hate to see fast food coupons printed on drink coasters :P

    • http://www.absurdintellectual.com/ Grant Hamilton

      How about a fast food coupon for onion rings?

  • Colin

    At least it’ll prevent bored drinkers from tearing them up into strips and leaving ‘em on the table. Along with tearing the labels off beer bottles (and really –who goes to an Irish pub and orders Blue? Someone who should be thrown in jail, that’s who) it’s one of the more annoying things pub goers do.

    • http://www.absurdintellectual.com/ Grant Hamilton

      Uh-oh – I do that all the time. But in my own defense, I always clean up after myself, and put the tearings back into the bottle from which they were torn.

  • Juel

    The whole men have to be prodded into buying rings is just one part of the whole crazy wedding industry scenario…come and talk to Don and me, we could have wrote a book. “How to do your wedding in under a hundred bucks”.

    Grant, cough cough, oh I see Amy is a size 5.5 (just kidding)

  • bburns@walltowallindoor.com

    This has been a very effective marketing tool all Across North America. Thanks for the following guys.