Cheap, Patriotic, and Full of Alcohol
Kinda like your favorite Uncle.
Kinda like your favorite Uncle.
I grew up around a lot of country wisdom. And people who drank PBR long before hipsters. There's a certain blunt honesty to both that you can't help but love.
Oddly enough though, this campaign was a valuable "things they don't teach you in school" moment. I tried to sell it to Pabst, who is owned by Miller. They said it was the best brand campaign they'd seen for Pabst, and then passed on it. The Brand Manager explained to me that a) a good campaign would eat into sales of Miller High Life and that b) sales of PBR had been steadily increasing for 10 years without ANY media dollars being spent.
Lesson learned: Brand Cannibalism- Bad. Consumer Driven Viral Advertising - Hard to beat.
