Re-launch of the authentic Kraeusened formula as well as celebrating a diamond anniversary sponsorship with the Chicago Cubs.

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2. CHALLENGE: To increase profitability, Pabst Brewing determined that it wanted to increase the price of Old
Style so that it was at parity with premium domestics such as Miller and Budweiser. To support the move, it
returned the brand to its original, Kraeusened formula to reinforce its premium positioning. However, it needed
to build awareness and relevance of Kraeusening for a new generation of beer drinkers.
INSIGHT: While Old Style’s 20-something target appreciates brewing quality messages, they engage more
deeply with brand ideas rooted in the social aspects of the drinking experience.
DESIRED CONSUMER BEHAVIOR: Bring Old Style and make your drinking occasion better. Rather than focus
on the technical aspects of the Kraeusening process, reframe it in a humorous, social manner that expresses
how Old Style enhances beer-drinking situations.
SOLUTION: TRIS3CT’s campaign depicted Kraeusening as “Old Style’s brewing tradition of making things
better.” Across radio, print, web, out-of-home, experiential, retail and promotional activations, we “Kraeusened”
relevant aspects of our target’s life, demonstrating in an entertaining, engaging way that Old Style enhances
drinking situations. Radio spots provided branded entertainment, while the Old Style Local Patrol took to the
streets to Kraeusen parties across the Midwest via an online sweepstakes. The campaign generated
awareness for the brand and brought the term “Kraeusening” back into the beer drinker’s vernacular.
OLD STYLE :: A KRAEUSENED RELAUNCH

3. BRAND RELAUNCH :: OUT-OF-HOME

4. BRAND RELAUNCH :: RETAIL & ON-PREMISE

5. BRAND RELAUNCH :: RADIO
“BLAGO” “NAKED BIKE RIDE”

6. BRAND RELAUNCH :: DIGITAL TAPPER, PAGE TAKEOVER

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8. CHALLENGE: Celebrate the 60th anniversary of the first – and longest standing – sports sponsorship in history. Find a way
to break through an extremely competitive sponsorship-heavy environment, while leveraging the anniversary of the
partnership between the Chicago Cubs and Old Style to increase sales.
INSIGHT: For many Cubs fans, the ultimate beer drinking experience involves enjoying ice-cold Old Style with friends while
watching a game at Wrigley Field.
STRATEGY: TRIS3CT leveraged innovative ways to bring the experience of being at Wrigley Field to drinkers wherever they
were enjoying Old Style (on-premise, off-premise or at the game).
SOLUTION: At retail, TRIS3CT broke new ground with innovative, temperature-sensitive color-changing labels. The
“Diamond Anniversary” bottles appeared to grow the Wrigley Ivy as consumers drank them. Old Style 24-pack cases with
Cubs and Wrigley Ivy graphics could be stacked to create an instant Wrigley Field Ivy wall for simple, yet dynamic, in-store
merchandising. Radio ads were recorded live at Wrigley Field and asked consumers how they would “Kraeusen” their day at
Wrigley. Ballpark signage and out-of-home established Old Style as the sponsor of authentic Cubs game day experiences.
OLD STYLE :: DIAMOND ANNIVERSARY CELEBRATION

9. BEHAVIOR
LOVE YOUR TEAM.
GROW THE IVY.
COLOR CHANGING
PROMOTIONAL
PACKAGING
CONCOURSE SIGNAGE
PRINT
OFF-PREMISE
ACTIVATION
ON-PREMISE
SCHEDULES
POSTER
& BANNER