if you only read what's there, it's just a stupid truism. coasters *are* for people who put their drink down.
if we assume their message is indeed that putting your drink down is wimpy (and you can definitely read it that way) i would assume it's because "real men" drink up and don't just take so few half-hearted sips that they need to rest their glass inbetween. just a guess though. i think many people view excessive drinking or high tolerance for alcohol as manly, for whatever reason...
anyway - their campaign seems to be successful. it made you stop, read and think. and that's all a good ad wants to do so over-thinking it might be futile.
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