Publication: Advertising Age

Talk about a marketing conundrum: Revive Colt 45 malt liquor–once seen as an exploitative product preyed on the urban poor–as an edgy choice for young hipsters.

But Pabst Brewing Co. is trying to do just that, with a campaign from Seattle boutique Cole & Weber.  The push uses outdoor, digital and print ads to spread what it calls "The Tales of Colt 45," graphic-novel-type strips that show young drinkers enjoying alcohol-fueled adventures.