The Rolling Rock Town Fair was a 360 campaign before there was a term for 360 campaigns. Having created a (slightly) fictionalized Latrobe for Rolling Rock, we decided to make it real by inviting friends and fans to experience it for themselves. Key characters from our commercials were in attendance, but the main character was the brand. The event continued for 5 years and was a staple of the summer concert festival circuit.
The Rolling Rock Town Fair in full swing. The mural of the bottle first appeared in the Latrobe Country Store Catalog.
