Pabst Blue Ribbon :: City as Gallery

brand assessment

Pabst Blue Ribbon is beloved by a very small, very specific consumer that rejects corporate America and the status quo.

the program

Literally use the passion of those loyal consumers to create galleries of their art in their cities to connect with a wider audience.

what worked

The cities that were converted to local PBR galleries saw double digit growth throughout the entire campaign.

PBR
pbr

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