Hannah Zaino
Copywriter & Illustrator
Pabst Blue Ribbon
An integrated, multi-platform campaign.
The 'Cheers To You' Campaign accesses the simple human truth that people like to feel reward. We accomplish things of all sizes in significance every day that go unnoticed. PBR extends a celebration as a beer that understands under-appreciation.
The campaign would introduce blue ribbon coasters initially, rewarding the consumer for every little big accomplishment. These provide share-ability and room for conversation starting from dining or bar locations, .
We chose to utilize the product packaging to share our blue ribbon coasters as well. This reiterates again the idea that every consumer deserves recognition, as does their drink.
Outdoor pieces specific to bus stops and waiting areas would feature a story that would put reward into being stuck with the latest bus in all of eternity.
Strategically placed billboards would utilize location to emphasize the message to the consumer.
Banner Ads would also utilize location to emphasize the message to the consumer.
