Las Vegas Review Journal – ‘What Happens Here, Stays Here’ Beer to Debut at Coachella

Phil Davis

Branding & Naming Expert President of Tungsten Branding

(Excerpts) First came the slogan. Then the ads. Now the beer.

The Las Vegas Convention and Visitors Authority will introduce a limited-edition #WHHSH beer during a promotional party Saturday and Sunday at the Ingleside Inn in Palm Springs, California. The event coincides with the Coachella Valley Music and Arts Festival, which will run Friday through April 24 in Indio, California.

Phillip Davis, founder of Brevard, North Carolina-based Tungsten Branding, said the beer makes a two-dimensional pitch (print, video advertising) three-dimensional and sensory. Walt Disney theme parks have used a parallel tactic, he said, pumping in scents — salty sea air on a “Pirates of the Caribbean” ride or fresh-baked cookies on Main Street — to heighten experiences.

“You’re adding taste, you’re adding sensation,” Davis said of the #WHHSH beer. “And that it’s beer befits Las Vegas’ overall theme for being adult-oriented. They’re not doing it on a soda. It’s ingenious on several levels.”

The hashtag, a signpost on Twitter, and initials serve as an insider’s wink, Davis said.

“Adding a twist to a twist creates more of an inside joke,” he said. “If you get the twist on the twist, it makes you feel like more of an insider, more part of the ‘it’ club.”

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