Pump an Iron!

As the company looks to regain the local market again … and now a national market they need to consider what made their brand great then and how that can be applied to today’s market. Back when steel mills were pumping out smoke in Pittsburgh, Iron City would be enjoyed after a long days work by many of the blue-collared workers in Pittsburgh. Similarly Pabst Blue Ribbon (PBR) was once and still considered today as a blue-collared beer. The main difference today between Iron City and PBR is company sales. PBR realized it’s market and keep with that market by staying conservative and actively participating in sponsoring events and blue-collared lifestyle.

What Iron City should consider is going back to their roots with the Iron City brand. Perhaps go back to the circular bullseye logo that is iconic with the company. Using that logo will allow the company to connect back to their roots as well as using the slogan “Pump an Iron!” could also do just that. It’s important for the company to relate to the heavy tough industrial image but cater to all men everywhere, while giving them an experience of reliving the days of their father’s and grandfather’s.

Iron City need to consider that lagers aren’t dead, Yuengling is capturing the market while the Iron City brand is shelved to the side with little marketing. It’s sad to see a once powerful local brand die, while others find ways to success.