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AND THE WINNER IS...'IT'S A 'BURGH THING'

Pittsburgh Brewing Company's Ad Campaign Wins `Best of Show' TV Honors
 at Pittsburgh Advertising Awards
 PITTSBURGH, Feb. 19 /PRNewswire/ -- For the Pittsburgh Brewing Company, winning the "Best of Show" Addy Award for TV advertising is the ultimate "`Burgh Thing."
 Pittsburgh Brewing's "It's A `Burgh Thing" ad campaign took top honors last night at the 1993 Annual Addy Awards by winning the top award in the television advertising category and the coveted "Best of Show" for its TV campaign. The Addy Award ceremonies, hosted by the Advertising Club of Pittsburgh, were held at the Carnegie Music Hall in the Oakland section of Pittsburgh.
 The "Best of Show" award for TV advertising singled out the brewery's "Make Your Own Beer Commercial/It's a `Burgh Thing" campaign as the best overall TV campaign of the last year.
 "We are extremely happy with last night's outcome, to say the least. But, the real winners are all the creative Pittsburghers who helped make these ads come to life," said Jack Isherwood, president of Pittsburgh Food & Beverage, the parent company of Pittsburgh Brewing.
 The campaign, comprising region-wide television, radio and billboard coverage, focused on Iron City(R) beer and I.C. Light(R). In April 1992, Pittsburgh Brewing developed a contest asking Pittsburghers to create and star in their own beer commercials. More than 5,000 entries were received.
 Accompanied by the tag line, "It's a `Burgh Thing," some of the award-winning commercials featured: Dan, inventor of the ice cream/beer truck scenario; Monica, who has a hectic day at the office until she receives a "special delivery" of I.C. Light; Tommy, who envisions his bowling pins as Iron City beers; and sledge-slinging Ray, who "shows `em what a man is, drinking his Iron; not a bunch of air heads sittin' around the beach."
 "With this ad campaign, we set out to break away from the typical mode of beer commercials you see on TV. We let the people who know our products best do the talking," said Mike Graham, vice president of marketing at Pittsburgh Brewing Company. "The entire campaign conveys a sense of local pride in the city, its people and products, like Iron City and I.C. Light."
 A "`Burgh Thing," defined as anyone or anything that is a source of pride or inspiration for the people of western Pennsylvania, has become a mainstay in the Pittsburgh vocabulary.
 According to Graham, the commercials, which debuted in June 1992, have changed consumer thinking about the brewery's products and improved the brewery's bottom line. Since the ads began airing, Pittsburgh Brewing's local market share has risen two points to 24 percent. From April 1992 to January 1993, the company's overall unit volume was up 10.7 percent.
 Later this month, Pittsburgh Brewing will again hold open casting calls for Pittsburghers to create and appear in the second wave of Iron City and I.C. Light "It's a `Burgh Thing" commercials. The brewery will organize impromptu auditions at various local restaurants and bars. Additionally, participants may also submit their ad concepts on a VHS video tape by June 20, 1993, to: Jeff Hughes, Pittsburgh Brewing Company, 3340 Liberty Ave., Pittsburgh, Pa. 15201.
 The original ads were developed by Kirshenbaum & Bond Advertising with an ad budget of $4 million.
 Pittsburgh Brewing Company, founded in 1861, is the country's eighth-largest brewery and considered the largest regional brewery in the nation. The brewery has been producing Iron City beer for more than 130 years, and, in addition to I.C. Light, produces I.C. Golden Lager(R), American brand beers, Keene's(R) NA (non-alcoholic) and I.C. Coolers(R)
 -0- 2/19/93
 /CONTACT: Pamela Rocco for Pittsburgh Brewing, 412-456-3568/


CO: Pittsburgh Brewing Company; Pittsburgh Food & Beverage ST: Pennsylvania IN: FOD ADV SU:

CD-JG -- PG002 -- 8317 02/19/93 10:22 EST
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Date:Feb 19, 1993
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