Pabst Brewing Co. Taps Familiar Creatures to Launch New Light Beer Brand

Pabst Brewing Co. is the latest player to enter the booming business of light(er) beers, tapping Familiar Creatures, the agency specialising in challenger brands like Crunch Fitness and Duke's Mayo, as creative AOR for the launch.

The agency will help to roll out the iconic brewery’s brand new light beer product, aptly named Pabst Light, which brings Pabst’s unique brand spin to the category. 

The new product and accompanying campaign will roll out in April, when drinkers can expect to experience a light and refreshing taste, and a smart price point.

As AOR, Familiar Creatures is responsible for developing the brand and comms strategy, creative platform, social media channels, and building the brand from the ground up to disrupt a growing yet also homogenous market. 

“We chose to partner with Familiar Creatures because they GET what Pabst Brewing Company & Pabst Light is all about - celebrating characters, not caricatures," said Kim Oakley, brand director of Pabst Light. "Their ability to blend humour with authenticity aligns perfectly with our vision: a light beer with personality, not just another watered-down option. We’re excited to bring Pabst Light to life in a way that feels fresh, fun, and unmistakably Pabst.” 

The launch campaign will include a fully integrated creative push, across video, social, radio and merch.

Pabst has major ambitions for the new brand, with an aim to help Pabst Light become one of the top light beers in 2025. 

“I’d argue that Pabst is the most iconic American challenger brand,” said Dustin Artz, co-founder of Familiar Creatures. “They’ve organically grown a reputation as the brand people want to be associated with, and adding Pabst Light to their portfolio is a great way to expand that rep into new areas. It’s a huge honour to help create a brand that changes the game in a space that needs a refresh."