Once upon a time….

I’m going to tell you a story. Actually, I’m going to paraphrase a story that none other than our favorite Rob Walker tells in his book, Buying In. He does a wonderful, detailed job telling you this story, but quite frankly I don’t have that time and you would probably get bored, so I will give you the highlights.

Once upon a time, there was a beer company called Pabst Brewing Company. They made a nice, cheap beer called Pabst Blue Ribbon (PBR). PBR wasn’t doing too well in terms of sales. The company wasn’t doing very well either. However, for some reason, despite the fact that they were not marketing the beer at all, they saw sales starting to pick up. And grow. And grow some more. When they investigated the growing popularity of the beer, they found that it was becoming a favorite among individuals in “alternative” people- especially in Portland. You know what kind of people I’m talking about. The hipster, grunge, Indie, underground type people. This included subculture groups like bike messengers. These people liked PBR because, quite frankly, there was no marketing around it. They saw it as a sort of underdog and adopted it into their culture. They were able to do this because there was a lack of brand meaning associated with PBR, which let the drinkers create their own meaning around PBR- a phenomena called projectability. This was also a bottom up approach to marketing.

The interesting thing about PBR is that even once its foundering sales picked up- it still abstained from basically any marketing. Aside from the occasional low-key sponsorship of a bike messenger tournament, it shunned advertising, including a possible endorsement deal with Kid Rock. However, I refuse to believe that PBR uses no marketing. Instead, I think it is very murky. Here is an example I found of one way the brand seems to be marketing itself- without seeming like it is coming directly from the company.

 

As you can tell by the picture, this campaign is spearheaded by Union Binding Company (a snowboard binding retailer) which offered this pretty cool looking pair of PBR bindings in a contest. In order to enter the contest, one simply had to share the image on their Facebook page. There are a few things about this that interest me.

1) PBR is very smart to team up and “co-brand” with Union Binding Company. It makes the source of this promotion more murky and makes consumers feel less like Pabst is hitting them with an ad directly.

2) Note that the product they are branding is snowboard bindings. Remember how I told you the brand was embraced by alternative subculture types? Snowboarders seem to fit that category to me.

3) People actually want to win these (as you can tell by the number of people who commented on the photo or entered the contest). This reinforces the idea that people see PBR as more of a cultural symbol and less of a brand.

4) This is yet another example of a company who uses Facebook advertising to their advantage. By making sharing the photo a term of the contest, they are getting free, word of mouth advertising.

 

Will Pabst live happily ever after using this type of murketing strategy? I don’t know. What do you think?

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