CP&B's 'Problem Solver Beer' Will Help You Reach Your Creative Peak

Beer Helps You Reach Level of Intoxication Ideal for Problem Solving

Published On
Dec 18, 2014

Editor's Pick

Many creatives know that plenty of great campaigns are dreamed up at the bar -- but mixing work and alcohol is becoming increasingly frowned-upon. Undeterred, creatives at CP&B Copenhagen were inspired by a recent study from the University of Illinois at Chicago, which found when reaching an alcohol level of 0.075%, the average man produces the most creative thinking. (That's just shy, BTW, of being legally drunk at .08%). According to the agency, this "is considered the ideal state for problem solving, inventing and general "out of the box" thinking."

The agency has therefore invented "Problem Solver Beer" -- a beer that helps you find that exact level of alcohol, thanks to a handy indicator on the bottle. The Indian pale ale is currently served during after-hours workshops at the agency, at a local Copenhagen beer store and at sessions called "The Problem Solvers" in which community and charity groups are invited to the agency to brainstorm ideas over a beer. But only, presumably, the one beer.


Dec 18, 2014
CP+B Copenhagen
CP+B Copenhagen

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