'Heineken refreshes the parts other beers cannot reach' does this brilliantly. When the line needed refreshing, it was extended in later executions to show seemingly impossible situations, such as a deserted motorway in the rush hour, with the line 'Only Heineken can do this', and lately showing unlikely but admirable situations, such as a group of sanitation engineers trying to keep the noise down to the comment: 'How refreshing! How Heineken!'

The distinction here is that the line should depict a characteristic about the brand that sets it apart from its competitors. In the above examples, we see Swan Light, an Australian low-alcohol beer. 'Won't make a pom tiddly' is brilliant. It plays on the expression 'tiddly pom', the sort of noise a stiff-upper-lip Brit would say in the colonies when reviewing the troops as they march past, and, of course, a Brit to an Oz is a pom. And what could be worse than a tiddly (tipsy) pom? This line gets my vote as one of the all-time greats. And it runs on double-decker bus 'super sides'.

Here is a selection of lines that deliver differentiation: