Thanks again to an MBA for this example of a beer brand getting into the carnival spirit, thus riding on current events to attract interest. He tells me he saw the poster on business - OK, I’ll believe him, as I like the play on words (to non-speakers of German, “alaaf” is what revellers cry out when they’re merry). But what I like more is the fact that it really will attract the right type of interest and thus tune straight into the mind-set of the audience.