Lessons in Collaboration Between Brands and Creators: Insights from Pabst Hard Coffee's Content Strategy

Creative collaboration between animators and artists at Agency 72andSunny highlights the importance of relinquishing control.

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2025 September 14 . 1:49 AM

1 min read

Lesson for Marketers in Partnering with Creators: Dark Lessons Learned from Pabst Hard Coffee's... — Lesson for Marketers in Partnering with Creators: Dark Lessons Learned from Pabst Hard Coffee's Controversies

Lessons in Collaboration Between Brands and Creators: Insights from Pabst Hard Coffee's Content Strategy

In a fascinating blend of brand marketing and online content creation, iconic brewer Pabst has teamed up with creative agency 72andSunny Los Angeles. This collaboration, which began in 2012, has been a significant milestone in the industry, demonstrating the blurred lines between an ad agency's role and a creator's role.

In early 2020, 72andSunny L.A. won the Pabst account, marking the start of a unique partnership. The collaboration involves artists and animators, as evidenced by the video created by 72andSunny L.A. and Kyle Szostek for Pabst Hard Coffee.

The video, launched as a promotion for the product, begins simply but careens off the rails into the surreal. It's a testament to the creative vision of 72andSunny L.A. and the surreal artistry of Kyle Szostek, the co-founder of Simulation Lab.

The collaboration is a case study of the overlapping worlds of brand marketing and online content creators. It's a reflection of the evolving landscape where traditional advertising agencies are now expected to produce engaging and shareable content, akin to what one might find on social media platforms.

72andSunny L.A. has launched a light-hearted positioning called "Grabst a Pabst!" for Pabst, a phrase that is being played out across Pabst's expanding roster of products. The collaboration raises questions about the amount and appropriateness of overlap between an ad agency and a creator, but it's undeniably innovative and intriguing.

This partnership between Pabst and 72andSunny Los Angeles is more than just a collaboration in brand marketing; it's a testament to the power of creative partnerships and the blurring of traditional industry lines. As the landscape of advertising continues to evolve, we can expect to see more collaborations like this one that push the boundaries of what is possible.