Pabst Blue Ribbon (PBR) beer and the limits of hipster culture

Pabst Blue Ribon (PBR)
Written by On Strategy Showcase

Lauren Sooudi
Director Brand Strategy
DNA, Seattle

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LinkedIn / DNA

Rob Scherzer
Director of Innovation and Digital Experience
DNA, Seattle

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LinkedIn / DNA

 

Pabst Blue Ribbon (PBR) beer earned subculture status in hipster bars, but that status began to limit growth with its perceived "you can't sit with the cool kids” attitude. This is the story behind the brand's response.

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