Lab

When we think of American beer history, names like Budweiser and Pabst Blue Ribbon often dominate the conversation. Yet, nestled in the annals of brewing lore is a brand that once held a cherished spot in the hearts of beer lovers: Red White & Blue. This brand, rich with history and cultural significance, is poised for a modern revival that promises to blend tradition with contemporary tastes.

The History of Red White & Blue Beer

Red White & Blue beer traces its origins back to the late 19th century. It was a product of the Pabst Brewing Company, which sought to create a beer that embodied American pride and the spirit of unity. The name itself—Red White & Blue—evoked a sense of patriotism and connection to the national identity, making it a popular choice among consumers during its heyday.

Throughout the mid-20th century, Red White & Blue enjoyed widespread popularity. Its appeal lay in its straightforward, no-nonsense flavor profile and affordable price point. This beer was accessible, unpretentious, and a staple at countless backyard barbecues and neighborhood gatherings. However, as the beer market evolved and competition intensified, Red White & Blue gradually faded from the shelves. By the late 1980s, it was no longer in production, becoming a nostalgic memory for those who had enjoyed its simple pleasures.

Personal Memories of Red White & Blue

For me, Red White & Blue holds a special place in my heart, tied to fond memories of family holidays and cherished moments with my grandfather. He was one of those tough-as-nails kind of guys who grew up working with his hands, enjoying the news from the comfort of “his chair,” with a preference for cheap beer and chewing tobacco. Easter was a particularly memorable time when the whole family would come together to create a unique gift just for him.

Every Easter, my mom would make up a big Easter basket using a laundry basket as the base. This wasn’t your typical basket filled with chocolate eggs and bunny-shaped treats. No, this was a grand gesture of love and understanding of what my grandfather truly enjoyed. The basket included a case of Red White & Blue beer, his favorite choice of snuff, and a variety of other small gifts that he liked. The sight of that laundry basket filled with his favorite things would bring a rare smile to his face, a testament to the simple pleasures he cherished.

These memories of my grandfather and Red White & Blue are more than just nostalgic reflections; they highlight the beer’s role in everyday life and its ability to bring people together, creating moments of joy and connection.

My passion for reviving heritage brands stems from a deep appreciation for the stories and traditions that shaped them. Breathing new life into these brands is about more than nostalgia; it’s about honoring their legacy while adapting to contemporary tastes and values. I find immense satisfaction in merging the past with the present, creating products that resonate with modern consumers while preserving the authenticity and charm that made these brands beloved in the first place. Through this process, I aim to bridge generations, fostering a sense of continuity and connection that transcends time.

The Modern Reimagining of Red White & Blue

As part of our latest Lab initiative, we are excited to announce the reimagining of Red White & Blue beer. This revival is more than just a nod to the past; it’s an opportunity to create a brand that resonates with today’s discerning beer drinkers while honoring the legacy of the original.

Brand Positioning:

The new Red White & Blue beer will be positioned as a premium yet accessible option within the craft beer market. Our target audience includes millennials and Gen Z consumers who appreciate authenticity, quality, and sustainability in their beverage choices. By leveraging its historical significance and aligning with contemporary values, RWB will stand out as a beer that offers more than just a great taste—it’s a symbol of American heritage revitalized for the modern era.

Key Benefits of the New RWB:

1. Authentic Legacy: The reimagined Red White & Blue beer will celebrate its storied history while embracing modern brewing techniques. This fusion will create a product that feels both timeless and contemporary.
2. Quality Ingredients: Today’s consumers are more informed and selective about what they drink. Our new RWB will use high-quality, locally-sourced ingredients, ensuring a premium taste that stands out in the competitive craft beer market.
3. Sustainability: Environmental responsibility is a priority. The revived RWB will implement sustainable brewing practices, from water conservation to eco-friendly packaging, appealing to the eco-conscious consumer.
4. Community Focus: True to its roots, Red White & Blue will aim to foster a sense of community. We plan to support local events, partner with small businesses, and create spaces where people can come together and share a RWB beer, rekindling the brand’s original spirit of camaraderie.

Updating The Red White & Blue Brand Identity

Updating the brand identity system for Red White & Blue involves a delicate balance between preserving its elegant simplicity and infusing it with contemporary flair. We aim to retain the iconic elements that made the brand memorable, such as its straightforward design and patriotic color scheme, while modernizing the overall aesthetic to appeal to today’s consumers. This means refining the logo with cleaner lines, updating typography for a more current look, and incorporating subtle, thoughtful details that nod to its rich history. The goal is to create a refreshed brand identity that feels both timeless and relevant, seamlessly blending tradition with innovation.

In reviving Red White & Blue, we are not merely bringing back an old beer; we are reintroducing a brand with a rich legacy to a new generation of beer enthusiasts. This blend of history and innovation will make RWB a compelling choice for those who appreciate both tradition and progress. Cheers to a classic reborn!

Our latest Lab Challenge is called “Creative Revolution,” and it is an opportunity to travel through time to reimagine vintage advertising for the modern world. This initiative invites you to explore the roots of advertising, understand the historical context of past campaigns, and infuse them with contemporary sensibilities and creativity.

Creative Revolution is a project that invites marketers, designers, and creative enthusiasts to reimagine vintage advertising using modern technology and sensibilities. This initiative seeks to bridge the gap between past and present, offering a platform to explore the evolution of advertising while celebrating its rich history.

What is The Lab?

The Lab is a space for creative experimentation.  In the context of this challenge, it is a place where we blend the nostalgia of vintage ads with the innovative approaches of modern advertising. Some of our projects will involve taking contemporary advertising concepts and applying them to historical campaigns, while others will imagine entirely new ads set in past eras. It’s a fun and engaging way to delve into the history of advertising and see how far we’ve come.

The Creative Challenge

Modern advertising is more sensitive to inclusion and messaging platforms, focusing on diverse audiences and creating meaningful connections. In contrast, vintage advertising often centered primarily on the product and its benefits. By participating in The Lab, you’ll explore how these different approaches can be harmonized, resulting in unique and thought-provoking campaigns.

Here’s what this project aims to do:

1. Deepen Historical Understanding: Gain insights into the historical context of vintage ads, including the cultural, social, and economic factors that influenced them.
2. Enhance Creativity: Challenge your creative skills by reimagining old ads with new perspectives, ensuring they resonate with today’s audiences while honoring their original charm.
3. Promote Inclusivity: Adapt vintage ads to reflect modern values of inclusivity and sensitivity, demonstrating how far advertising has evolved in its approach to diverse audiences.
4. Foster Innovation: Experiment with blending old and new advertising techniques, learning how historical strategies can inform and inspire contemporary marketing.

What Types of Advertising Should We Explore?

The possibilities are endless, but here are a few ideas to get you started:

• Classic Print Ads: Reimagine iconic print advertisements from the 1920s to the 1960s, updating their visuals and messages to appeal to modern sensibilities.
• Radio and TV Spots: Take popular radio jingles or television commercials from the past and recreate them for today’s digital platforms, such as social media or streaming services.
• Outdoor Advertising: Think billboards and posters from the mid-20th century, transformed with interactive elements or augmented reality features.
• Product Packaging: Modernize the packaging design of vintage products, making them stand out on today’s crowded shelves while maintaining their nostalgic appeal.
• Social and Digital Campaigns: Envision how classic ads would play out on today’s social media platforms, utilizing hashtags, influencers, and user-generated content.

Join the Creative Revolution

We invite you to submit your ideas and concepts for The Lab. Whether you’re a seasoned marketer, a design enthusiast, or someone with a passion for history and creativity, we want to hear from you. Share your suggestions for vintage ads you’d like to see reimagined or propose entirely new concepts set in historical contexts.

Submit your ideas and let’s take this creative journey together. The Lab is not just about looking back—it’s about learning, innovating, and creating something truly unique that bridges the past and the present.

Together, we can uncover the timeless principles of advertising and see how they can be transformed to meet the needs and values of today’s world. Join The Lab, and let’s make advertising history!

Submit Your Ideas