Pabst Blue Ribbon: Pabst Is the Place

Lauren Sooudi

Pabst Blue Ribbon, a beer brand, launched a campaign in the US to increase unaided awareness by 2%, achieve an influential idea with earned media value and impressions, increase aided awareness and improve brand image.

Campaign details

Brand: Pabst Blue Ribbon Brand owner: Pabst Brewing Company Entrant company: DNA SeattleIdea creation: DNA Seattle Market: United States Sector: Beer & cider Media channels: Outdoor, Out-of-home, Social media, Competitions & contests, Word of mouth, Influencers, KOLs, Public relations, Internet - general, Unspecified, Radio & audio Budget: 3 - 5 million

Executive summary

How do you stage an epic comeback for a cult-classic beer brand during the category’s busiest sales season? You become the buzz of the summer with the ultimate throwback...

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