PABST BLUE RIBBON
ABOUT
Since its founding in Milwaukee in 1844, Pabst Blue Ribbon, the original American lager, has been deeply rooted in local communities across America. Proudly American-owned and operated, Pabst Brewing Company is the nation's largest privately held brewing company. Pabst Blue Ribbon continues to connect with and empower individuals passionate about forging their own paths, inspiring new generations to believe in the future of America.
This iconic brand has solidified its cultural and lifestyle influence through strategic partnerships with emerging artists, streetwear designers, sports and creative innovators. Notably, Pabst Blue Ribbon collaborated with the renowned streetwear brand PLEASURES to host cultural events celebrating fashion, film, music, and art across the country in 2023.
Other impactful partnerships included collaborations with Duvin Design Co., Pure Noise Records, Wade Boggs - ‘Boggs is Blue’, Mike Pak, The Grill Dads, and Cold as Life, further cementing Pabst Blue Ribbon's commitment to engaging with diverse communities and showcasing authentic cultural experiences.
PABST BLUE RIBBON
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2023
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PABST BLUE RIBBON • 2023 •
PABST BLUE RIBBON
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2023
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PABST BLUE RIBBON • 2023 •
STRATEGY
Secured extensive media coverage across local, regional, and national outlets, spanning print, television, and radio, with focused outreach to Food & Beverage, entertainment, sports, art, and fashion industries.
Partnered with community platforms to host giveaways, enhancing engagement and visibility for key campaigns.
Executed dynamic influencer marketing campaigns to broaden reach and strengthen brand resonance with target audiences.
Researched and secured social media partnerships for The Grill Dads, aligning the brand with an impactful outlet for a meaningful collaboration and boosting audiences reached.
RESPONSIBILITIES
In collaboration with the senior publicist, I co-managed Pabst Blue Ribbon’s public relations efforts throughout 2023. Key responsibilities included:
Conducting in-depth research to identify relevant media coverage opportunities for each unique campaign, ensuring alignment with the brand's target audiences and objectives.
Crafting and delivering tailored pitches to a wide range of press outlets, including local, regional, and national platforms across industries such as Food & Beverage, entertainment, sports, art, and fashion.
Developing and executing influencer marketing programs customized to campaign needs, effectively amplifying reach and fostering authentic audience engagement.
Compiling and presenting weekly reports tracking secured, pending, and declined press coverage, providing key insights into campaign performance metrics, including Ad Value Equivalency (AVE), social impressions, and Unique Monthly Views for editorial wins.
Results and Metrics
The PR efforts for Pabst Blue Ribbon’s annual campaigns achieved impressive results, highlighting the brand's strong impact and reach:
Editorial Reach (Unique Monthly Views): 16,566,758
Total AVE (Ad Value Equivalency): $153,242.53
Potential Social Impressions: 12,107,383
