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Ad agency creates beer to promote thought.

The CP+B ad agency in Copenhagen has developed a beer that it says can help people facilitate "problem solving, inventing and general 'out of the box' thinking."

The beer, called The Problem Solver, was inspired by a 2012 study from the University of Illinois at Chicago that showed men with an alcohol blood level of .075% could solve puzzles better than completely sober men.

In the study, UI researchers led by Professor Jennifer Wiley devised a puzzle in which 40 men were given three words and told to come up with a fourth word to complete a pattern. Half the players were given two pints of beer, the other half consumed no beer. According to the study, the beer drinkers solved 40% more problems than the teetotalers.

Problem Solver Beer is a garden variety IPA, but the bottle is designed with a scale on the side to show how much beer should be consumed by a person of a given weight to reach their creative peak.

According to Ad Week, the agency serves the beer at after hours work sessions and community gatherings to help brainstorm ideas.

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Publication:Modern Brewery Age
Date:Dec 30, 2014
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