For over 170 years, Pabst Blue Ribbon has been a quintessential staple of American beer. And while their classic logo and icon may appear very traditional, their approach to marketing is anything but. Pabst wanted to celebrate its heritage, lifestyle and consumers in a new, bold way and looked to Superfly to make it happen.
In 2014 and 2015, Pabst and Superfly worked together to create the brand’s first ever festival experience, aptly called “Project Pabst”. With PBR integral to every aspect, we utilized our expertise to combine music, consumer promotions, and retail into one, totally immersive event.
Founded in Portland Oregon, Project Pabst is a celebration of contemporary culture and music. PBR-enthusiasts of all kinds flock to the two-day festival featuring acts such as Modest Mouse, TV on the Radio, Violent Femmes and Run the Jewels. In addition to a top-tier lineup, we created a number of attractions that allow visitors new ways to interact with their favorite beer. Between the PBRcade, live art installations and Pepper, the giant Pabst unicorn, Superfly created an unforgettable weekend that's definitively PBR.
A Hit With the Locals
In its first year, "Project Pabst" drew almost 20,000 attendees, generated millions of media impressions and social buzz, and even captured the coveted trending hashtag on Twitter. More importantly, the success of "Project Pabst" was reflected in local product sales, selling 20,000 more cases in the Pacific NW region that month than in the year prior. Today, Project Pabst continues to see success with additional festivals across the US in Denver, Philadelphia, Atlanta, and Portland.