1963 · Beverage
Budweiser
Smart Way to Buy
By 1963 the 'Pick a Pair' line was established enough that Anheuser-Busch and agency D'Arcy could lean on it as shorthand, calling two six-packs the 'smart way to buy.' The copy flatters the shopper for the bulk purchase the campaign had been pushing for years, while the blue dress reads cleanly against Budweiser's signature red packaging. It is repetition as strategy: the line works because buyers had already been taught it.
