Pabst: This is the Place
Pabst Blue Ribbon has a rich, storied history and an undeniable “cool factor” but had lost relevance with their younger audience. Something that they indexed highly for was nostalgia, so we leaned into that full-tilt. Enter: This is the Place. A magical place where time doesn’t exist. A place where a tortoise named Tank unapologetically wears a miniature cowboy hat. A place where fun is cheap and a good time is simply a 6-pack away.
client: Pabst Blue Ribbon
media: broadcast video, OLV, DTV, OOH, social, activation
industry: beverage
market: national
media: broadcast video, OLV, DTV, OOH, social, activation
industry: beverage
market: national
Social Posts
Pabst: The Place, Activation
To bring our fans from a “place” in their minds to a real, physcial place, we created a one-of-a-kind Pabst motel experience, complete with three nostalgia-drenched rooms built in a mom-and-pop roadside motel in cozy Traverse City, Michigan. Each room drew inspiration from notable topres of three distinct decades—A comfy 70’s rec room, the diviest of dive bars straight out of the 80’s and a rad 90’s arcade.
The Rec Room
The Dive Bar
The Arcade
Pabst Motel Social Promos
Case Study