Pabst Blue Ribbon turns cargo theft into marketing stunt

Pabst Blue Ribbon (PBR) is leveraging a recent beer theft as part of a marketing campaign, announcing on Instagram that approximately 40,000 pounds of its product was stolen. The company is now enlisting its audience to help resolve the mystery.

The stolen beer, valued at approximately $45,000, was taken in two separate incidents at an Anheuser-Busch distribution center in Montclair, California, according to the local police department. The first theft involved a shipment destined for Arizona that never arrived, while the second occurred shortly after when fraudulent documentation was used to pick up more product. Police are investigating whether the incidents are linked.

While PBR has referred to a "missing truck," police have clarified that only the cargo was stolen, not the vehicle itself. The company has not commented on this discrepancy.

Cargo theft, particularly in the food and beverage sector, is a growing concern, with recent reports indicating a significant increase in such incidents. Historically, brands have been hesitant to publicize thefts due to security concerns and potential negative perceptions.

However, inspired by a similar marketing success by KitKat earlier this year, Pabst appears to be aiming for a positive public reaction. KitKat successfully turned the theft of its candy into a viral campaign. By framing the loss as a lighthearted mystery, PBR hopes to generate brand engagement and positive sentiment, mirroring KitKat's approach which garnered significant attention and awards.