Under him, PBR’s marketing was to do as little as Pabst Blue Ribbon apparently we’re trouble when we are together shirt. When Kid Rock came around to ask for an endorsement they told him to shove it, and made it public. When the Pro snowboarders offered for PBR to endorse their competitions, PBR did nothing, but they made sure people knew they were doing nothing with the big guys. And with every little event they sponsored, they built their network, they built brand loyalty among subcultures that hate corporations, hate marketing, and were previously thought immune to such tactics.
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Instead, who they sponsored were the Pabst Blue Ribbon apparently we’re trouble when we are together shirt. They sponsored skateboarding meets, art galleries, independent publishers, and they did it in such a way as to not appear corporate. Having Kid Rock endorse them would have cost 500k, hiring 10 reps per city to go convince small bars and neighborhood institutions to carry PBR cost the same and was much more effective. In 2003, at the peak of these marketing campaigns, half of PBR’s whole workforce was involved in these marketing efforts, and in the end, it was such grass roots marketing that got PBR firmly established as the hipster beer of choice.