Knowing your target is one of the most important aspects of marketing. And when your target just happens to enjoy cracking open a fresh 22 in the park on a Tuesday morning, youâ??re going to need some pretty interesting advertising- not to mention a creative media plan- to reach them.

Enter the Colt 45 insert enclosed in the latest issue of Vice.
In order to capitalize on the left-of-center hipster community who reads Vice, Colt 45 worked with the magazine on a custom zine insert featuring user-generated comics and stories with Colt 45 as an integral part or theme. Readers submitted stories which were then illustrated by some of the coolest underground artists Vice could find. It's an interesting campaign all around. Since the folks behind Pabst Blue Ribbon own Colt, perhaps their hoping to replicate their downmarket success reviving that blue collar beer a few years back with Billy Dee Williams' favorite 40 ouncer.

The zine Vice and Colt made is pretty cool, but the best part of the advertisement is not the zine itself but the paper bag it comes in, which can be repurposed as a sort of police-proof cloaking device allowing you to enjoy your beverage in the park. Genius!

By Scott McFadden for EMERGE

Tales of Colt 45

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