1962 · Beverage
Budweiser
Pick a Pair
D'Arcy, Anheuser-Busch's longtime agency, ran 'Pick a Pair' through the early 1960s to push multi-unit beer purchases. The headline reframes buying two six-packs as a small, alliterative decision rather than a bulk commitment, and the model holding the cartons stages the act as effortless. The mechanic is anchoring quantity: by naming the unit as a 'pair,' the ad makes twelve cans feel like the normal minimum.
