Role: Assoc. Creative director / lead writer
How do you rebrand a classic? Some think it’s a fool’s errand. But lord, we tried.
Pabst Brewing Company came to my team to evolve Midwest darling, Stag Beer. Our first round gave the classic gold can a gentle kiss of today. But fans be damned, we were asked to evolve it to the edge. While introducing two new formulas, our work hit the market and stoked an ire that still makes me chuckle.
Newspapers told us we’d all but murdered their grandpas. Entire social media pages were erected to shame the design. Our addresses were found and people took pen to paper for the first time in decades. Even my unassuming tagline got a slap. “Free to be Bold? More like free to be a douche.” To which I can only say, touché.
Whiffs of the manifesto a la video.
Lil’ AR coaster proof-of-concept to tout the new tin.
