Pabst Blue Ribbon, the third oldest beer brand in America, has a long history of creative marketing strategies. From its rowdy social media posts to street-art-driven ad campaigns, the brand has always been in the forefront of consumers’ consciousness. One of their most iconic moves was wrapping every bottle of beer with a blue ribbon from 1893 until the 1950s, which laid the foundation for the brand we know today.
In recent years, Pabst Blue Ribbon has taken its marketing to the next level by offering consumers mega packs of beer that are sure to grab attention. The release of a 180-pack to celebrate its 180th birthday is just the latest in a series of bold moves by the brand. This massive pack, equivalent to six 30-packs of beer or 2,160 ounces of brew, is designed to stand out on store shelves and generate buzz among consumers.
Breaking Records and Going Viral
Pabst Blue Ribbon’s previous mega packs, including a 99-pack and a 1776-pack, have been hugely successful in generating attention for the brand. These limited-time offerings have set records for the largest beverage packages ever released in retail and have gone viral, driving conversations around the brand and garnering massive exposure. By thinking outside the box and creating unconventional packaging, Pabst Blue Ribbon has managed to capture the attention of consumers at a fraction of the cost of traditional advertising campaigns.
Strategic Branding and Market Impact
The release of the 180-pack this summer is strategically timed to coincide with the all-important summer beer season when brands can make or break their sales for the year. By prominently featuring the brand’s anniversary on the packaging and maintaining the iconic layout that consumers recognize, Pabst Blue Ribbon is ensuring that its mega pack stands out on store shelves and attracts attention. The brand has produced over 2,500 packages designed to be set up and filled in the market, guaranteeing widespread exposure and potential viral success.
Rachel Keeton, the marketing director at Pabst Brewing, has emphasized that the limited 180 pack is a way for the brand to celebrate its 180th anniversary. By creating such unique and eye-catching packaging, Pabst Blue Ribbon is not only celebrating its history but also driving the discussion around the brand and capturing the attention of everyday consumers. This innovative marketing strategy has proven to be highly effective in establishing Pabst Blue Ribbon as a standout brand in a competitive beer market.