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Pabst Roadshow
Pabst Roadshow
Pabst Roadshow
Pabst

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“I have never seen an event or series of events go off so smoothly and I know we have your team to thank for that.” - Pabst Team

PABST ENLISTED IHC TO REIMAGINE THEIR ANNUAL DISTRIBUTOR PRESENTATION ROADSHOW FOR THE NEXT GENERATION OF BEER DRINKERS!

With a fresh new look and strategy, Pabst sought to find a more creative and engaging way to communicate the future of the brand to distributors nationwide. Their challenge was to reimagine the brand for a new generation of drinkers, yet sell this concept to their core distribution partners who were not always directly connected to this message.

‍IHC was brought on board to develop creative and strategy to accomplish this goal. The result was a 13-city roadshow experience that brought the physical manifestation of Pabst present and future to life.

NARRATIVE CONCEPT

Tasked with the mission to “Break Through the Extraordinary,” we developed a story that highlighted the important connection between distributor and the nextg-eneration of consumer. These aren’t just their children or grandchildren, they are people who are seeking the same level of connection and camaraderie as prior consumers.

We conceived a roadshow presentation that led distributors through a two-room, four-act experience, each meant to communicate Pabst’s past and lead them into the future of the category. Starting with a dive bar entry, we gave distributors one last look at this familiar setting before being transported via a Pabst cooler to a room that mirrored their target diverse and tech-savvy generation.

ORIGINAL CONTENT

IHC staged a narrative video production to help fill the gaps between photo stills for the presentation. Created like an extended Pabst commercial, the 7 minute video featured actors in various settings enjoying Pabst beer while showcasing a true connection to the product. We also wrote and produced original video content exclusively for the presentation, unique to each city.

ON THE ROAD

IHC developed a comprehensive travel schedule and staffing plan to ensure a successful tour across 13 cities. Over the course of a month, two teams trekked across the USA, in two identical setups, bringing the Pabst Roadshow Presentation to distributors nationwide. Staged over the course of just 3 weeks, the same presenters flew to each show while the dual production teams executed the efforts on the ground for what was a complex and successful activation.

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