Old Style "Our Year, Our Beer"

Modern Brewery Age, Feb 21, 2005

Old Style Beer will protect its presence in the Windy City with a new ad agency and $4 million in ad spending. The brand, celebrating its 55th year as a sponsor of the Chicago Cubs, has named Maddock Douglas its agency of record for advertising. The Pabst Brewing Co. said that they selected the agency for "its innovative approach to supporting classic products." The deal will cover on-air and print advertisements for Old Style and Old Style Light, brand integration with packaging, point-of-purchase and logo wear, website development, and on-premise advertising at Wrigley Field.

"Old Style Beer belongs to Chicago, so it was important to partner with an agency that knows this town," said Brian Kovalchuk, CEO, Pabst Brewing Company. "Maddock Douglas' insightful approach toward identifying market opportunities and their integration of ideas and evocative creative is exactly what we need to meet our growth goals." The next ads will break in March, and the agency indicated that the ads this year will include more emphasis on Old Style Light. "The Old Style brand is an institution in the Midwest, with a tremendous degree of loyalty," said Michael Maddock, president, Maddock Douglas. "We understand what it takes to continue that tradition, and we'll also ensure Old Style expands its reach among legal drinking age adults." Maddock said the "Our Year Our Beer" positioning statement will be used this year in all Cubs based advertising including on-premise and print ads.