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Male Millennial Midwest Opps: Pabst Blue Ribbon launches first initiative from new AOR (Score 38)

DNA Seattle takes viewers on tours of the rooms. Campaign ads are running in 17 Midwest markets, all of which reportedly have high concentrations of PBR drinkers. If the effort goes well, the brand will likely invest in similar experiential initiatives in other states, especially in other Midwest states.

According to iSpot, PBR hasn't utilized national TV since allocating approximately $2.7k in 2021. It did not utilize this channel in 2020. Last year's ads aired during PBA Bowling.

So far this year, Pathmatics reports that Pabst (this includes its portfolio of brands) has spent roughly $2.6m on digital ads, down 13% from the roughly $3m spent by this point last year. In 2021, the company spent about $4.2m on this channel after having spent 17% more, about $4.9m, in 2020. Pabst has earned around 312.5m digital impressions YTD via Facebook (57%), Instagram (28%) and desktop video/YouTube (15%) ads. 

As I briefly mentioned, this new initiative will appeal to male millennials. Most Pabst fans are men, and millennials tend to engage well with nostalgia marketing (more here). Since the company is investing in localized ad space in the Midwest, I tagged the region in this article. Per Kantar data, Pabst also invests in print (newspapers), OOH and local broadcast.

Agency & martech readers - DNA Seattle became the creative AOR for PBR and the media AOR for all Pabst brands in March, so get in touch soon to offer PR, digital analytics and/or social media management services. You may also have a shot at creative work for Pabst's other (non-PBR) brands.