Lord & Thomas. An early proponent of the viewpoint that the main purpose of advertising is to sell something, his hugely successful copy (notably his Schlitz beer slogan, ‘The beer that made Milwaukee famous’) led Lord & Thomas's Albert Lasker to recruit him. In 1907, Hopkins insisted copywriters acquire detailed knowledge of client products and produce brief, dry, rational copy. He also promoted couponing, premiums, free samples, mail order, and copy testing, which were innovations at the time. For Pepsodent toothpaste, he ‘discovered’ plaque; he then invested in the company and made another fortune. His classic work, Scientific Advertising, was published in 1923, after he retired from L&T, where he had served as president and chairman. See also advertising; branding.