For Pabst’s 175th year on Earth, we were tasked with one job: Keep PBR in the cultural conversation. Part of that was planning ahead for projects for the big Demisemiseptcentennial anniversary, but also keeping our ear to the ground for ways the brand could make some noise in their own PBR-ish way.

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One such project was The Tallest Boy can. Stemming off of the iconic PBR Tall Boy cans, we created a new product: A 175 ounce Tall Boy, The Tallest Boy, for their 175 year anniversary. It outperformed any other initiative to date.