One example is Michelob’s theme: “Weekends are
made for Michelob.” However, their follow-up campaign
may have taken a good idea too far: “Put a
little weekend in your week.” Lowenbrau’s ads stress
a different category, namely, what beer to serve to
company. “Here’s too good friends, tonight is something
special _ _ _ _” While impressing your friends is
also involved here, again the theme is to designate
specific occasions when the beer k should be relaxed
enough to purchase a high cost beer.