Background

PABST BLUE RIBBON

Pabst tapped into a fairly recent transformation in the early 2000s for the brand from cheaper, old-school brew into a favourite among young consumers after learning that most of their consumers were millennials. They began to make an impression with the younger – more hip – demographic by starting a lot of conversations and by giving recognition, without asking for anything in return.


Our Role

Brand DevelopmentPackaging DesignProduct PhotographyRetouchingSales & Marketing Materials

Challenge

Capturing a share of any demographic in the marketplace is tough to reach for traditional beer brands. Pabst learned that most people consuming their beloved beer brand were millennials. So the design and touches needed to be, simply put: awesome. Because of our ability to adapt new creative to the existing, we were to collaborate with the creative agency to provide creative solutions that were as individualistic as the brand itself. And with that, must come a true feeling of authenticity.

Outcome

For someone who isn’t looking to be recognized, recognition can be a powerful thing. We adapted existing creative, awesome, and authentically derived line extensions to make an impression with Pabst’s demographic. And because we do it best from start to finish, we were asked to handle PrePress, product photography, retouching, prepare artwork for other substrates; print, pack, ship; develop large signage, and became a leading hand in Pabst’s social media and web campaign design.