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.
Forgive me for asking the obvious, but was the “Gangway For Gansett” illustration shown above drawn by Dr. Seuss – aka Ted Giesel?
Nice catch, Carl. Here’s a closer look at it.
And the accompanying text confirms your suspicions: One of the most popular trays around. Collected by Breweriana Collectors and Dr. Seuss Collectors. Seems Dr. Seuss was college buddies with Mr. Haffenreffer at Dartmouth College. Mr. Haffenreffer later became a man of influence at Narragansett and asked his friend to design a tray. The price of this tray is regularly bringing almost double what it did prior to his recent death.