Perfect Promo From Billboard To Bag A longtime piece of Pittsburgh brewing history gets new life in customers’ hands. HDS Marketing (PPAI 103825, Gold), PPAI 100’s No. 46 distributor, developed a unique upcycling project that turned a highly recognizable landmark in Pittsburgh into a reusable souvenir. The Iron City Beer billboard from Pittsburgh Brewing Company was a familiar sight in the city before eventually being taken down. HDS Marketing saw the opportunity to give it a second life and elevate the brewery’s brand in the process. HDS worked with Numo Manufacturing (PPAI 112597, Gold) to turn the billboard into 432 limitededition items: totes, zippered pouches and coin purses. Each finished item featured a woven label replicating the billboard design. The bags were practical, easy to recognize and tied directly to the brewery’s history. The client reported impressive results, saying the project increased sales, attracted new eco-conscious customers, reinforced brand loyalty and elevated community engagement by connecting local consumers with the history of the signage they all knew so well. 104 • OCTOBER 2025 • PPAI
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