Millennials expect to be rewarded for things that don't deserve
being awarded. Minor Issue: PBR hates advertising. What else can we do?
Participation trophies aside, what makes you different should be celebrated, no matter how quirky it may be. And PBR is defined by the weirdos that drink it. So, Here's Your Damn Ribbon, oddballs.
Pabst blue ribbon
spec Campaign
Brand Manifesto
Street Art Installations
We’ll create posters that live untraditionally around urban areas. These aren’t ads; they’re art. They’ll create a look and feel for the campaign, and establish an organic appreciation for our brand.
Digital Kiosk
We want our consumers to know that these ribbons don’t represent us, they represent them. We’ll develop an interactive kiosk that creates personalized posters. Passersby can take a photo on the screen, choose their damn adjective, and send it to their email, or share on social media.
Packaging
We don't want to mess with the iconic PBR can, or its regular artist integrations. Instead, we’ll add a blank ribbon on the reverse side. Our can will prompt drinkers to open Snapchat’s face swap feature, and put themselves in the ribbon. This will create interactive and shareable content that shows each user’s unique personality.
Fill-In-The-Blank Coasters
We don’t want to just give ribbons to our drinkers, we want them to give them to each other. As people are ordering drinks at the bar, we want them to think of PBR. We’ll distribute fill-in-the-blank ribbon coasters in bars, so friends can award each other for whatever they want, while introducing the #WheresMyDamnRibbon hashtag.
#Wheresmydamnribbon
Your friends give you crap for it. We'll give you a ribbon.
