Former Juice Guy To Sell Beer

Adweek: Duffy & Shanley said it has been hired by Narragansett Brewing to help relaunch the company’s namesake beer brand via an October campaign that will initially focus on promotions and point-of-sale materials.
The independent agency in Providence, R.I., is also handling package redesign, Web marketing and public relations.
The beer was first brewed in 1890 in Cranston, R.I. By the 1960s, it had grown into one of the region’s best-selling beers and also had a presence in the national marketplace.
The company changed hands numerous times, with Pabst eventually acquiring the trademark and continuing to brew the beer for a small group of loyal customers. By 2003, annual volume had declined to 1,500 barrels from a peak of 1.7 million in the ’60s.
Mark Hellendrung, former president of Nantucket Nectars, purchased the brand from Pabst earlier this year.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.