1970 · Beverage
Michelob
Going First Class Is Michelob. Period.
Anheuser-Busch positioned Michelob as its premium beer, and the 'In beer, going first class is Michelob. Period.' line borrowed the language of air travel to justify the higher price. The trick is the closing 'Period.' used as punctuation-turned-assertion: it ends the argument before one is made, signaling that the premium claim is settled fact. The dark bottle shot supplies the upscale cue the copy refuses to defend.
