Pabst Brewing Co.

Primo Beer & Schlitz Beer

You might say “gusto” is going for a classic opportunity to make the great American comeback. Citizen was proud to work with the Pabst Brewing Company to relaunch Schlitz, one of American’s classic beer brands, based on a new pilsner recipe and a grassroots strategy of reaching out to the audience that made the brand legendary in the first place—those who are old enough to remember it from its heyday.   

In addition to the overall strategy, Citizen developed a regional media campaign complete with TV spots, radio, billboards, original packaging design, on-premise and retail activation elements to re-energizing the classic tagline, “Go for the Gusto.” The campaign, called “Gusto-isms,” spoke to classic values and drew a clear line in the sand between younger and more mature drinkers.  Since its relaunch in 2008, demand for Schlitz has risen steadily, especially in Florida and its original home of the Midwest, where older drinkers can’t see to get enough of their gusto.

  • print & outdoor ads

  • labels & packaging

  • print ads

  • print ads

  • web

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