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Gen Z Digital Opps Update: Pabst Brewing Company selects new media AOR (Score 62)

Update:

In other news, Pabst launched a new craft beer brand called Captain Pabst. The brand's first beer is called Seabird IPA and will only be offered in the Midwest for now; sellers in the area should reach out to secure potential local ad dollars. It also released several new products last summer. 

Pabst has mostly only invested in digital display ads for its PBR brand, but considering it has been releasing new products, and its new creative and media AORs, perhaps it will look into new marketing channels. According to Kantar, Pabst's media spend over the first nine months of 2019 equaled around $441k, and $1.2m for full year in 2018. Read more about spend information below. It mostly targets male millennials and 21+ Gen-Z college students. 

This comes weeks after Pabst's flagship brand 72andSunny its lead creative agency, about which you can read more about below. 

The original article was published February 13:

72andSunny Los Angeles its lead creative agency. This is an interesting hire for PBR as it normally stays away from conventional advertising; this hire could signal a return to TV advertising for the brand, or at least increase video ads on YouTube and other online mediums. Either way, it definitely shows PBR's willingness to fight declining beer consumption and the rise of seltzer drinks. The agency's initial work should roll out this spring, although we do not have any campaign details at this time. 
 

Parent company Pabst Brewing Company has had a number of recent changes to its marketing team. Nick Reely was promoted from senior marketing director to marketing VP (December 2019). Cassandra Zahran (October 2019) was hired as a field marketing representative from BrewDog, where she was a social media & marketing manager. Renata Augustyn (January 2020) was hired as a shopper marketing manager from Kicking Horse Coffee, where she was a shopper marketing associate manager. Antonio Arellano (November 2019) was hired as a field marketing representative from GIVE2GET, where he was a project coordinator. 

**We are working to confirm Nick Reely's and Cassandra Zahran's contact information, but we believe their emails are czahran@pabst.com**

According to Adbeat's estimations, PBR spent around $69.8k on digital display ads in the last 365 days. It placed 46% of these ads site direct onto sites like setlist.fm, metrotimes.com, livenation.com, frontgatetickets.com and ticketmaster.com. Video ads were next, with 33% placed through YouTube onto youtube.com. Finally, it placed 21% programmatically through Google onto metrotimes.com, livenation.com, monsterchildren.com and selist.fm. From February 2018 to February 2019, PBR spent around $27k in this channel. 

iSpot reports no national TV spend data. Since this is a more affordable beer brand, college students should continue to be the target demographic, which means it might not utilize national TV as a channel. 

Sellers-- PBR has been focused on digital advertising, indicating it has a millennial and 21+ Gen-Z (especially college students) audience. PBR traditionally has used experiential marketing techniques like its annual can-design competition and sponsoring murals to reach the "hipster" crowd, so it will be interesting to see what kind of influence 72andSunny will have. Reach out soon to secure ad dollars for the upcoming campaign. We are unsure of the specifics at this time, but I assume it will be carried across mainly digital formats with potential for social media and experiential initiatives. Perhaps it will decide to run a TV ad with help from its new agency. 

Agency readers-- Anheuser-Busch's other beer brands.