Pabst Brewing Company Promo OLD STYLE DIAMOND ANNIVERSARY by Tris3ct

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OLD STYLE DIAMOND ANNIVERSARY

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Industry Beers and Ciders
Media Promo & PR
Market United States
Agency Tris3ct
Creative Director Ryan Turek
Art Director Jenae Neeson, David Jensen
Copywriter Brian Thomas
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PABST BREWING COMPANY
Product/Service: OLD STYLE BEER
Agency: TRIS3CT
Date of First Appearance: Mar 1 2010
Entrant Company: TRIS3CT, Chicago, USA
Chief Creative Officer/Copywriter: Paul Kuzma (TRIS3CT)
Group Creative Director: Martin Wodarz (TRIS3CT)
Account Director: Brian Fourman (TRIS3CT)
Production Director: Gary Curtain (TRIS3CT)
Art Director: Jenae Neeson (TRIS3CT)
Copywriter: Brian Thomas (TRIS3CT)
Art Director: David Jensen (TRIS3CT)
Creative Director: Ryan Turek (TRIS3CT)
Account Executive: Zack Novak (TRIS3CT)
Production Manager: Greg Sheldon (TRIS3CT)
Media placement: Primary Package Design (Labels) - Retailers - 01 March 2010
Media placement: Secondary Package Design (Cases) - Retailers - 01 March 2010
Media placement: Print - Vine Line Magazine, Players Guide - 01 January 2010
Media placement: OOH - Wrigleyville Bilboard - 01 March 2010

Describe the objective of the promotion.
Old Style beer and the Chicago Cubs baseball team have a long and unique history. Old Style first partnered with the Cubs in 1950 in one of the first sponsorships in US sports history. In 2010 Old Style wanted to connect with local traditions and celebrate the historic 60th anniversary in a memorable way that would resonate with Cubs fans. The key was to make an emotional connection between a local beer and a much-loved baseball team.

The Diamond Anniversary campaign delivered a fun and engaging reason to buy Old Style for both Cubs fans and new drinkers alike.

Describe how the promotion developed from concept to implementation.
One local tradition all Cubs fans know is that each year baseball season starts when the ivy grows on the brick walls of Wrigley Field. To leverage that tradition, we introduced commemorative Diamond Anniversary Ivy-Growing Bottles. The special limited-edition Old Style bottles featured a color-changing label. Fans could chill their Old Style and see Cubby blue. Then, as they enjoyed their Old Style, the legendary Wrigley Ivy appeared to grow right on the bottle.

The temperature-sensitive, color-changing bottles reminded consumers that Old Style and Wrigley Field truly go hand in hand.

Explain why the method of promotion was most relevant to the product or service.
The promotion had a very limited budget, so to reach a younger target audience– males 25-29 and die-hard Cubs fans, we used the packaging itself to leverage their passions for authentic local traditions.

To make an emotional connection with those passions we put the authentic experience of the Cubs and Wrigley Field right in their hands so every time they enjoyed an Old Style they could grow the Wrigley Ivy.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was a hit with retailers who could not keep up with demand as Cubs and Old Style fans quickly snatched up the limited-edition bottles. The entire 2010 inventory sold out before the baseball season ended.

The promotion helped Old Style score high awareness for their sponsorship of the Chicago Cubs.

The ivy-growing Old Style bottles became a much sought after collector’s item among Cubs fans and Old Style drinkers. All over town, we reminded fans that Old Style beer has been as much a part of the game as Wrigley Field itself.