Once the area's preferred brand - owning 80% of the Western PA
market in its heyday - when we were brought in IC Light had sunk to
its lowest point in 10 years. After conducting in-depth research
studies of the Pittsburgh market, we discovered that the older
consumer who used to drink the beer thought it had disappeared, and
the younger market hadn't yet been introduced to it. At the end of
the day, the brand just needed a little light shined back on
it.
