Remember Schlitz? It had enjoyed being the #1 brand of beer in America before changing its formula to cut costs, thus hastening a steady decline to the brink of extinction. Pabst acquired the brand and re-instated the original formula. But the revamped product needed a revamped image. To do this, we dug into the archives of Schlitz advertising and conducted visual and semiotic analysis of magazines from the 60’s and 70’s. This enabled us to identify what was aspirational during Schlitz’s heydey and make it relevant to the modern man. We positioned Schlitz as “The Official Beer of Leisure” and provided the blueprint for launching the newly refreshed beer into new markets. Cheers!