Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Well, this is one way to get publicity.
No, I’m not talking about In-N-Out’s lawyers. Well, not exclusively.
I’m talking about the Seven Stills Brewery, which surely didn’t think it would get away with this.
The San Francisco-based crafty beer makers thought they’d release a beer called In-N-Stout.
Oddly, the whole design bore a remarkable resemblance to, you’d never imagine, In-N-Out. You know, the crafty burger people.
You’ll be stunned into turning toward your favorite relaxant when I tell you that the burger chain noticed.
Which, as the San Francisco Chronicle reported, drove them toward responding.
With a keep-going-and-enjoy letter.
I mean, a cease-and-desist.
Because these lawyers may have just had a chat with the chain’s PR department — or may, I suppose, merely think they’re witty lawyers — they penned an opus full of what were surely intended to be jokes.
Indeed, Seven Stills liked it so much that it posted it to its Instagram account.
It started formally enough.
Then it drifted toward standup. Of a sort:
Based on your use of our marks, we felt obligated to hop to action in order to prevent further issues from brewing.
Ho. And Ho. There were more attempts at joy. Sample:
We hope you appreciate, however, that we are attempting to clearly distill our rights by crafting an amicable approach with you, rather than barrel through this.
Not We hop you appreciate? Oh, you get the idea. A lawyer or two sat around with a dictionary and created something punny.
Lawyers have been known to try wit before. This example is among my favorites.
One should, therefore, appreciate In-N-Out’s efforts to be amusing in the face of such obvious appropriation of its trademarks.
It’s charming that both companies got publicity. And of the positive kind.
Seven Stills will now alter its packaging, while In-N-Out will inspire a little more affection, as if it needed it.
Personally, I have a slight discomfort with the concept of neopolitan [sic] milkshake stout.
That sounds like an insult to me.
To Naples, that is.
More Info: www.inc.com