Synergy. It’s a word we’ve mistaken for meaning the sexual excitement ones feels while performing blasphemous acts, and before that we mistakenly thought it meant the sexual excitement one feels after ingesting cinnamon. However, the real definition of synergy is “the interaction or cooperation of two or more organizations to produce a combined effect greater than the sum of their separate effects.”
Why do we mention this? Because there is some serious synergy going on at the former-alternative weekly the Georgia Straight.
To celebrate the 20th anniversary of the Straight’s annual advertising juggernaut Best of Vancouver issue, the publication has teamed up with Granville Island Brewing to release PDA, a Kölsch-style golden ale, available at various liquor stores and in Steve Newton’s suede wineskin that he sneaks into classic rock concerts.
According to the Straight’s nearly intolerable press release/story, “The brewery seemed like a great fit to produce the Straight’s special-edition beer based on its popularity among Vancouver’s beer drinkers. Granville Island Brewing is also a long-time Best of Vancouver winner.” Cha-ching.
But there was also considerable thought that went into the beer itself, right down to its name, says Navdeep Chhina, the Straight’s brand manager. Yes, brand manager.
“We invited our staff members to propose a name for the beer. One of the ideas was ‘pretty damn awesome,’ so that’s why we went with ‘PDA.’ People will probably assume that it means ‘public display of affection,’ but this beer is really a reflection of everything that we do, and everything about our city that is pretty damn awesome.”
We can only assume then that when you peel back the label on the Straight’s beer, readers will find a colourful selection of escort ads. We’ll have to research that one and report back to you.
Of course, the Georgia Straight isn’t the only local entity to harness the brand-expanding powers of synergy. Just this summer, buttocks framing company Lululemon teamed up with Stanley Park Brewing to unleash Curiosity Lager on the limber masses. And a few years back, the Vancouver Sun ushered in its 100th year, much like many old fogies with constipation issues, by collaborating with JJ Bean for its very own Vancouver Sun Birthday Bean roast.
All of which raises the question: When is the Courier or K&K going to tap into this sweet maple tree of synergy?
The answer is “soon.” But honestly, we’re having trouble deciding which company and product to get it on with. Right now the frontrunners are:
• A new dating app developed with Plenty of Fish for single newspaper employees called Print’s Charming.
• A line of stainless steel tiffins endorsed by celebrity chef Vikram Vij called Vancouver Curry-ers.
• Artisanal honey from the hives of Courier columnist and beekeeper Allen Garr called Show Me the Honey!
• An exclusive collection of dream weavers made by an 83-year-old Kerrisdale woman who won’t give her last name, but wants to know what’s going on with her delivery because she really likes the flyers.