PBR Sponsors NPR


In what would appear to be a serious clash of brand personalities, Adrants reader Ryan tells us seemingly low brow beer Pabst Blue Ribbon is sponsoring seemingly high brow NPR on its show All Things Considered. One might assume this is just a dumb media buy. But if you think on it a bit, you'll realize a brand's personality is nothing more than what it's creators strive to make it. PBR is a beer that's lived in all corners of culture from blue collar to white collar, from hip to square. It would seem the folks behind PBR would like to take the brand in the direction NPR connotes and we think that's just fine.

by Steve Hall    Apr-18-06   Click to Comment   
Topic: Brands, Opinion, Radio   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Makes total sense, in fact -- PBR continues to exploit its so-called anti-trendiness. I think the NY Times ran a piece about it a few years ago?

Posted by: Ann Handley on April 18, 2006 10:05 AM

I have no data to back this up, but I've definitely observed PBR becoming trendy with the indie-rock set here in the midwest.

I'd guess Pabst is responding to this, rather than proactively taking the brand to new places. But is it possible that going to NPR could undo the street cred that's fuelling the brand's resurgence in the first place?

Posted by: rushing on April 18, 2006 10:23 AM

LOVE the ribbon. If ain't broke don't fix it

Posted by: Cas on April 18, 2006 1:29 PM

PBR is making a big comeback on college campuses in the Midwest. The "beer man's creed" is playing a part in the comeback.

Posted by: Jperry on April 18, 2006 2:26 PM

Classic PBR has been making a (non-regional)comeback for at least five years, it's the anti-import, smaller size, comfortable rep, working-peoples beer. No pretense. It's been on tap around San Fran for several years now. No barnyard animals, no reptiles, no mountain-cold bs, just beer. PBR, they don't have to say 'IT IS BEER' as a reminder to themselves.

Posted by: mordacious on April 18, 2006 2:42 PM

PBR began its relationship with NPR by sponsoring the organization's "live concert series," a perfect fit for the brand, considering the music/demographic (is there a difference?) that is chosen. Concerts are (mostly) recorded at the 9:30 Club in Washington DC, where the brand is credited on air in the seconds prior to the streamed concert.

Posted by: woodenlunch on April 18, 2006 2:48 PM

Yup, it's what all the self conscious hipsters drink. As is NPR what they listen to. You really just have to check the boxes and you're automatically cool, that's what I loev about America.

Posted by: Len-o on April 18, 2006 7:09 PM

From the standpoint of a consumer, it makes perfect sense to me. I listen to NPR and I buy PBR. Sometimes I drink it and sometimes I use it to drown the slugs in my garden. I don't think PBR cares either way as long as I'm buying it.

Posted by: Lesley on April 19, 2006 3:56 PM

this is pretty good website so keep on triyin

Posted by: Jerry Lane on May 23, 2007 1:50 PM

drunk 1 like that yesterday.
was not as good as expected

Posted by: jammer on January 16, 2009 7:51 AM