I.C. Light - Rebrand
I.C. Light, as a product, is interesting. It was the first beer that was brewed to be a light beer, a fact of which Pittsburgh Brewing is very proud. So when sales started to slump, they weren’t having it.
”Okay, so! Who’s your audience?”
”Beer drinkers who care about calories!”
”Well, that much, I figured.”
”That’s all we’ve got. Seriously. We need to reach them.”
”Well, this is going to sound ridiculous but… let’s be ridiculous.”
Obviously, there was more to the strategy than that, but “ridiculous” became kind of a battlecry for both client and agency. And? It worked. The brand got the boost it was looking for.
Not so ridiculous, it turns out.