Every day is everyday

Saw a little item on the Campaign website which tickled me. You might need a subscription, but the gist is, Carlsberg are launching a new campaign with the strapline "that calls for a Carlsberg". Incidentally, I think it's pretty good, it's clear and concise and alliterative and has a nice rhythm, although I'll wait to see the actual ads before reserving judgement.

Anyway, the part that made me raise an eyebrow was the quote from Carlsberg's "brand controller", who says "the partnership with Sky Sports is the perfect vehicle to communicate with our target audience and reinforce our new 'That calls for a Carlsberg' line. For this campaign, we’ll see the Carlsberg brand positioned as the perfect every day reward."

Now what I suspect he meant was "the perfect everyday reward", suggesting that it is unpretentious, low-priced, and to be enjoyed on a regular basis. However "every day" means just that - he's suggesting that people should drink beer every single day of the week.

Morrissey knew the difference, that's why it's "Everyday Is Like Sunday" and not "Every Day Is Like Sunday"; there's a sly joke in there at the people who label him as a misery-guts.

postscript: I just looked at the thesaurus entry for "everyday", and the synonyms include "chronic" and "habitual". Perhaps either way, it's a phrase best avoided for Brand Controllers selling alcohol.