Zines are a great vehicle for exploring subcultures, discovering new ways of thinking, and creating communities centered on similar interests. In Our Band Could Be Your Life, author Michael Azerrad highlights how zines were catalysts for building bridges between underground music scenes in major U.S. cities during the 1980s. Since the initiative was about creating a new Cream Ale community similar to this American DIY punk scene, a zine was a natural fit. Plus, the zine format really speaks the language of the target market in terms of medium and message. Most importantly, it lets people who are unaware of the brand discover it for themselves—in turn creating a stronger bond with Cream Ale because THEY found it.