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. The Drink & Draw program helped facilitate a passion and creative spirit that already existed. Real art, made by real PBR drinkers, decorated 16 cities across America.  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 a 25% increase in sales amidst a steady fall in American domestic beer consumption.