There is an advert that annoys me.   Its for Wychwood Hobgoblin beer and the tagline is "What's the matter lagerboy, afraid you might taste something?".   Obviously pointing out that lager louts drink cheap fizz made of corn syrup with minimal taste.   The response I would imagine from the lager louts would be "yes - old socks!".   You will not change the loutish crowd who just want to get smashed and I'm not sure you should try.   Most will grow out of it naturally as they age.

I guess its not really aimed at the lout but it might just get a middle aged rather smug person wearing it into a spot of bother on a Friday night.

Now, their "L'real ale - because you're worth it" t-shirt is completely brilliant. advertisingⁱ