Pabst Blue Ribbon

Established in Milwaukee, Wisconsin, in 1844, Pabst Blue Ribbon is a heritage beer brand with a long legacy. With a recent resurgence in popularity amongst their cultured audience, Pabst Blue Ribbon Australia initially imported the original 1 pint/473ml can from its parent company in the US. When shelves ran dry, the team decided to brew locally under licence. The issue was, due to Australian brewing laws, they could only produce the smaller 330ml cans. Anticipating customer pushback, they briefed us to come up with an idea to deliver the message with humour and creativity in order to soften the blow. We set about writing scripts and creating a series of animations that delivered the news in a fun and clear way, whilst retaining the Pabst brand tone of voice that resonated with their audience.