Pabst Blue Ribbon is working to restore and raffle off a classic Kenworth as part of its Pabst Light promotional campaign.
In a press release published on August 11, PBR states that its Pabst Light beer “will acquire a heavy-duty truck, which will be restored by the hugely popular automotive DIY team, BigTime, in time to be delivered this fall to a lucky winner.”
The 1969 Kenworth 925 will soon take center stage in PBR’s advertising campaign and a multi-episode series on BigTime’s YouTube channel. The series will be released on the channel throughout August and September.
“You could say it’s a ploy to grab attention, sure, but we’re only doing it because Pabst Light is THAT good. Its taste is anything but ‘light,’ which is why we looked for the heaviest thing we could (legally) give away,” said Hannah Barnett, brand director at Pabst Brewing Company.
“Car giveaways are pretty boring these days. Honestly, nobody wants a GT3RS, a Supra, or some foreign supercar. What they really want is a 60-year-old truck with an air horn!” says Jeremiah Burton, co-founder of BigTime. “We’d never run a giveaway before, so we thought: Why not partner with Pabst Light and create a one-of-a-kind, custom-built Kenworth? It’s a BigTime truck for a BigTime winner.”
“With a look that defies convention and the bold energy behind the Blue Ribbon emblem, it’s no wonder Pabst Light is the first beer to come up with a heavy-duty truck giveaway. “Who else but Pabst could get away with such an absurd giveaway?” reads the press release.
The giveaway will also include promotional products created in collaboration between Pabst Light and BigTime. Those wishing to participate must enter the giveaway here.
