Advertising Age Article Abstract
Challenge: Make Malt Liquor Look Good on Paper
Pabst Uses Icon From Controversial Brand's Past to Reposition It as Edgy to New Generation of Drinkers
CHICAGO (AdAge.com) -- Talk about a marketing conundrum: Revive Colt 45 malt liquor -- once seen as an exploitative product that preyed on the urban poor -- as an edgy choice for young hipsters. ...