“Double Diamond works wonders, works wonders, works wonders!
Double Diamond works wonders, so drink one today!”
Before turning to humour in the late 1960s, Double Diamond prided itself on TV as “The Beer The Men Drink”. Its adverts showed manly activities like jumping out of a light aircraft at 10,000 feet and, having hit the ground, barely stopping for breath before reaching for a pint.
Launched in 1968, the catchphrase and jingle “Double Diamond Works Wonders” was to prove a more inventive and humorous way of getting through to its customers.
Instead of showing men seemingly willing to lay down their lives for a pint, the ads showed how Double Diamond really could improve your performance (in advertising theory, anyway).
The advertising men weren’t allowed to claim that Double Diamond was “good for you”, so they had to come up with something cleverer instead.
The answer seemed to be setting an ad campaign in the sort of pub that could be seen in any British town or village.
Set to the sound of a colliery band trombone, the commercials showed beer-drinking men throwing wayward darts which would, as if by magic, end up as bullseyes – or a pool player who would clear the table with one single shot.
It was a clever premise that would be repeated again and again in other TV commercials.