For years, Pacific Western Brewing (PWB) has enjoyed a stable and loyal customer base for its traditional pilsner beer. Recently, however, the company’s marketing strategy shifted to attract a younger demographic to the product. Red Rocket Creative Strategies was hired to create a series of posters and promotional items that would appeal to, and motivate, this younger audience.
PWB chose the May long weekend (Victoria Day) to launch its new campaign, as the industry considers this holiday to be the traditional launch of “Beer Season.”
While the goal was to attract a new audience to PWB’s pilsner, we believed it was important to maintain the traditional sailboat and dreamy, west coast style. This imagery had also become a PWB icon. We combined this look with illustrations (drawn in-house) of young people having fun in the sun along with the tag lines “Party in the Pacific” and “Open a Can of Summer.” Using these illustrations, Red Rocket Creative crafted posters, product sheets, shelf signs and shelf danglers for PWB’s weekend promotion. PWB later used the illustrations on their website and other promotional items to maintain the younger brand.