Physical level: The stubbie mate is comfortable and satisfying to hold through its cushy neoprene hand piece.
Social level: The stubbie mate creates a talking point in social situations and its convenience means it can be shared with others in need of a bottle opener.
Psychological level: The stubbie mate is quick and easy to use. Removing the need to rummage around in the drawer looking for the bottle opener.
Ideological level: Stubbie coolers are quintessentially Australian, a gesture of pulling one of these from your bag and giving to a friend is as much to say you're Australian, you're my mate and I'll protect you during battle. The bottle opener on the bottom portrays the user as a problem solving hero that saves the day.
Shan Shan Wang