Pabst Blue Ribbon

Brand Strategy / Art Direction / Digital / OOH / Website / Experiential

SITUATION

PBR’s competitors were investing heavily in advertising. PBR needed to drive sales, maintain shelf space, and keep distributors, stores, and bars happy. Core PBR drinkers reject anything that lacks authenticity or reeks of commercialism.

SOLUTION

A Google search for PBR images returns tattoos, outsider art, and a homemade burial casket. As creative director, I led our creative teams and designers to build the Drink & Draw program which helped facilitate the passion and creative spirit for PBR that already existed. Real art, made by real PBR drinkers, decorating 16 major cities across America.

IMPACT

PBR received more than 3,000 initial submissions. The winning artwork was displayed in 16 cities via large-scale urban murals, outdoor boards, city buses, benches, and a mobile art gallery. PBR experienced rapid growth (25% increase in sales) amidst a steady fall in American domestic beer consumption. Our new customer base felt that they were drinking PBR of their own volition, and we didn’t step in to disabuse them of that notion.

And ever since, Pabst has stuck to the tactic of marketing itself by not marketing itself. While its competition pays millions for prime-time TV ad placements, PBR has opted for a more laid-back approach, which has worked marvelously. 

Even after the billion-dollar buyout, it has managed to hold onto its effortless indie cred.