Pete's Takes It Outside Against Boston Beer, Using Black Rocket To Position New ESP Lager

Pete’s Brewing next month breaks outdoor ads positioning its new workhorse beer, Pete’s Extra Smooth Pub (ESP) Lager, as “almost as easy to drink as free beer.”
The ads, from Black Rocket, San Francisco, targeting New York, Chicago, San Francisco and a few other metros, are crucial for a No. 2 craft beer player trying to reverse sales declines and seeking a strong partner.
The concentrated outdoor attack should attain impact while dodging the beer clutter in print, radio and TV, said Omer Malchin, the brewer’s marketing vice president.