Postcard insert

Radio

Television - I.C. Light

Television - Iron City Beer

Iron City Beer

Pittsburgh Brewing Co. is a regional brand that’s been around since 1861. They were a staple among the blue collar workers that built pretty much everything for most of the 20th century, so the creative always leaned on the “iron” in Iron City Beer. Fast forward many decades later, the brewery was struggling. Even its light beer, I.C. Light, had outpaced its flagship label. So when the area’s steel economy collapsed and was replaced by tech, the company found itself out of touch.

Anchored by radio, the work you see here stopped a 16-year sales slide by shifting the attention from the “iron” to the “city” in the brand’s locally iconic name.