rebranding project
DESCRIPTION
Scott Johnston PBRTRANSCRIPT
History
• Milwaukee, Wisconsin
• Woodridge, Illinois
• World’s Columbian Exposition 1893– Worlds best
• “Blue Ribbon”
• Other Names– Best Select– Pabst Select
Sam Munderloh
• Personal friend
• John Wayne/Chuck Norris/Sylvester Stallone
• “Old School”
• Patriotic
• Miller Light
Who?
• Consumers
• Manufacturer
• Distributors
• Create excitement and everyone wins
Strengths
• Name Recognition
• Loyal Patrons
• Classic Image
• Product Recognition
• Website
Weaknesses
• “Poor Mans Beer”
• Lacking Innovation
• Younger generation
• Availability---PBR Light
Opportunities
• Make PBR a pop-culture fad
• Name recognition/sponsorship
• Younger consumers
• Curiosity
Threats
• 1977– >18 million barrels brewed
• 2001– <1 million barrels brewed
• 90% loss in sales
• Viability of a small company?
How to change the look of PBR?
New Image
• Pride
• Throwbacks– 1882-1916 blue ribbons tied around bottle
necks
• Sponsorship– It takes money to make money
• Free publicity– Social media
A satisfyingly superior way to bend an arm!