Dave Morin

Pabst Blue Ribbon utilizes no “normal” marketing or advertising. They rely soley on viral and buzz marketing techniques. They’ve now created at PBR fraterntiy. Genius. On a second note, it’s refreshing to see comments that OSU’s vice provost has made regarding this development. There is a serious and very real difference in opinion pertaining the management of alcohol and alcohol lifestyles on college campuses and in “normal” fraternities in America.

Some believe that by taking the hard line, by banning alcohol on their campuses, it will curb the problem of binge drinking that is killing kids across America. Others believe in a more liberal approach. They still allow their campuses to be “wet” and educate their students and give their students activities to enjoy along with the traditional alcohol enhanced college nightlife.

The very same schools that forbid drinking then provide no additional on-campus programming for their students. Thus, alcohol is pushed outside of campus. This is highly apparant at most of the large university campuses where, one block off campus, bars fuel the over-21 scene and fraternities fuel the under-21 scene. This duality is a disturbing one. But fundamentally disturbing in the under-21 scene, which has no controlled or monitored outlet. This problem could be simply exacerbated by changing the drinking age back to 18. In the short term, we would see some adverse affects. But, we would see a shift in emphasis on college campuses everywhere, away from trying to “figure out” how to drink, away from “normal” fraternities having to carry multi-billion dollar liability insurance policies due to under-age drinking lawsuits, and toward living a well-rounded college educated life. This life will include alcohol. I think it best, boomers, to stop denying this fact in your policy making, and realize that we all like to sit down and have a beer. Why not allow those that can fight for our country, and those that are attending college so that they can be educated to run our great country, to sit down and have a beer with their friends.

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By The Associated Press
(10/26/04 - CORVALLIS, OR) � Now playing in Corvallis, Pi Beta Rho fraternity, brought to you by Pabst Blue Ribbon.

In what marketers believe is the first instance of a beer brand sponsoring a student group, the beer maker has adopted the unaffiliated Oregon State University fraternity.

But that doesn’t translate to an unlimited, free supply of Pabst Blue Ribbon for the fraternity brothers, all of whom are over 21. Instead, the Pi Beta Rho brothers have gotten signs, T-shirts and even a dartboard from Pabst.

Fraternity members persuaded Pabst to sign on after a barrage of emails and phone calls to the San Antonio-based company’s marketing team.

And ever since The Daily Barometer, Oregon State’s campus newspaper, wrote a story about the match-up, inquiries have been pouring in from around the country.

Students from Washington State, MIT, Purdue, North Carolina State and the University of Michigan’s rugby team, among others, have all emailed asking how they can start their own Pi Beta Rho chapter.

“I’m overwhelmed,” junior Joel Van Dyke, 21, told The Oregonian. “I didn’t think it would catch on this big.”

The 160-year-old beer brand with the red, white and blue label does no major advertising and so relies on creating a buzz with promotions such as sponsoring the fraternity.

“It’s the only one we’re aware of,” said Neal Stewart, senior brand manager at Pabst Brewing Co. “These are a group of guys who have adopted the brand. Like any subculture — bike messengers, a New York underground film festival — we support their lifestyles.”

Larry Roper, Oregon State’s vice provost for student affairs who spearheads the school’s alcohol education efforts, said the Pabst Boys are on a positive track. It’s entrepreneurial, he said.

“Our responsibility is not to mold (students) into a single lifestyle; it’s to equip them with the tools to live a life of integrity,” he said.

(Copyright 2004 by The Associated Press. All Rights Reserved.)

This. Gives me chills.

Leave it to one of the most powerful and transformative people in music to lay down the gauntlet the week before the election. This video has a chilling, almost moving affect as you watch it. It reaches out to youth everywhere, and reaches even further than Farenheit 9/11 could have even hoped to. Amazing. I’m moved. Are you?

“In these closing statements, if they should argue, let us beg to differ, as we set aside our differences and assemble our own army, to disarm this weapon of mass destruction that we call our president… for the present � and mosh for the future of our next generation. To speak and be heard �
Mr. President? Mr. Senator?”

(Thanks Again to Ryan Bruels)