return of the 40?

Pabst Brewing Company has started a new marketing campaign that is attempting to garner appeal of their 40 oz. malt liquor brand Colt .45 towards young, urban youth. The campaign includes graphic novel style advertising and decorative brown paper bags.
Read the full story on Adage.

There is no denying that with the rise of hip-hop in America that many aspects of cultural iconography have been appropriated by middle-class white youth. The 40 oz. has and continues an element of that in some ways. (Some of us may remember the St. Ides commercials aired in the early 90’s featuring prominent hip-hop artists of the time)

However, the 40 oz. has also been considered a product that contributes to perpetuation of keeping urban poor communities down. (lots of alcohol for a cheap price has never led to good results)

Pabst’s attempt at making the 40oz. hip is a bizarre response to the continued appropriation of urban, hip-hop culture. It’s also sort of amusing…I wonder if it still costs a $1.99?

Thoughts?