Re-launching the return of a mass-produced beer in the heavily craft-oriented beer mecca that is California? Why would this be difficult?

When Pabst decided to re-launch Primo, they came to the right place for PR support. Leveraging our craft beer (along with non-craft beer) and experience in the surf industry (an area Primo was very rooted), we launched a campaign that landed them in the media and the hands of very influential audiences.

An aggressive campaign resulted in media coverage for Primo in all of the major market newspapers where the brand had retail availability, as well as leading to Primo being named one of six ‘beers of summer’ by Playboy magazine.

We also got down and dirty, executing a series of meetings in Southern California and later, at the Outdoor Retailer trade show, to connect brand managers from influential companies with Primo’s team for their future marketing events.

Since all of this occurred within a three-month window and at the time, the beer wasn’t available east of Las Vegas, we’ll cheers to that!