Captain Pabst

CRAFTING RELATABLE LORE FOR A DRINKABLE BEER

In a market saturated with unique beer branding, Pabst Brewing Co. came to Next to help their newest experimental brand, Captain Pabst, truly stand out from the crowd.

Captain Pabst is an easy-to-drink summer IPA and Pabst’s first foray into craft beer brewing. Their team asked us to create an organic social media campaign for this new summer beer that was distinctly different from the main Pabst brand. Our team learned everything there was to learn about Captain Frederick Pabst—the company’s namesake—and decided to leverage the captain’s storied history to create an uniquely accessible persona that mirrored the drinkability of the beer. Together, we created a campaign that felt both familiar and aspirational.