99 Cans of Beer on the Wall? PBR for the Win
I’m often asked about who I think is “doing it right” when it comes to PR and brand communications. Of course, there are plenty of companies conceptualizing and activating against bold initiatives with powerful and purposeful messages. And I applaud them. But, from a “modern PR” perspective, I often gravitate towards the food and beverage industry.
Whether it’s QSR risk-takers like Wendy’s, KFC and Taco Bell, spirits brands with innovative new limited edition collaborations and products or the kick-a** cultural and real-time stuff coming from Bud Light (see: victory fridges, Dilly Dilly cease and desist and the World Series beer guy work), they tend to be nimble, creative and plain fun. Another common thread? Ideas you can communicate in one sentence that probably took a little chutzpah to give a go.
So, it should come as no surprise that Pabst Blue Ribbon is the latest to get my virtual thumbs-up. What did they do to deserve it? Easy. They took a simple, clever idea and made it happen. In this case, the 99-can PBR Family Pack.
The PBR 99 Can Limited Edition Family Pack
Photo Credit: Facebook, MGM Wine and Spirits
What always intrigues me about these brand “activations” is thinking about how the idea came to life within the walls of the company or agency’s marketing, communications and PR departments. I’d like to think it was something like this.
PBR Mktg/Comms: You know that song “99 Bottles of Beer on the Wall? Well, what if we made a limited edition 99-pack of PBR’s?
The best part? Someone said “f it, let’s do it.” Or so I’d like to believe that’s how it came to be. Regardless, the Pabst Blue Ribbon Limited Edition Family Pack - comprised of 99 cans of assorted PBR cans — is here and very real. And it’s exactly what it sounds like. A ton of PBR’s packed in a single box that is as tall as most NBA swing guards.
The concept was first tested North of the border back during the 2017 holiday season to, what I have to believe, was at least a modicum of success. This year, it’s available on its home soil but only in 15 states. Here they are for those of you whom I know are already scheming: Texas, Massachusetts, Michigan, Pennsylvania, Minnesota, Florida, New York, South Carolina, Montana, Vermont, California, Wisconsin, Iowa, Arkansas, and Colorado.
The 99-can Family Pack is doing everything you’d hope for, if you’re a PBR marketer. It’s generating significant news and buzz. Its “exclusivity” is creating elevated interest in places where you can’t yet purchase it. And, most importantly (at least in early instances), it’s selling out. The added genius of the idea is that the product is so naturally (oh, please forgive me for using this term, for I know I have sinned) INSTAGRAMABLE.
Now, this is not to say that such an effort is easy. When I first came across it, part of my brain went to thoughts about distribution, supply chain, special packaging and other related costs and logistics. Ultimately, only sales will tell the true tale of the tape. But as far as fun, brand marketing communications that I can get behind? Well, this one more than measures up. A 99-can toast to you, @PabstBlueRibbon.
Now, does anyone have a zip code locator for where you can find one of these in the NY Metro Area? Asking for a friend…