Selling "a substantive drinking experience.” Adman James J. Jordan Jr., who embedded slogans in our heads, has died.

He came up with the slogan "Schaefer is the one beer to have when you're having more than one," after reading one of the beer company's internal reports that described its product as "one beer for heavy drinkers to consume when they are engaged in a substantive drinking experience.”

One can only wonder what dull reality, admitted in an internal company report, inspired “Us Tareyton smokers would rather fight than switch," "Ring around the collar," "How do you handle a hungry man?," and, for oatmeal, "It's the right thing to do."